Channeling the Interplay of Environmental Transformational Leadership, Green Psychological Climate, Green Creativity, and Hotel Environmental Performance: Using PLS‐SEM and ANN Analyses

ABSTRACT In an era where sustainability has become a key competitive advantage in the hospitality industry, this study examines the factors that influence hotel environmental performance (HEP). Specifically, it examines how environmental transformational leadership (ETL) affects HEP, focusing on the mediating role of green psychological climate (GPC) and the moderating role of green creativity (GC). Based on the Conservation of Resources (COR) theory, this research employs a quantitative design. Data were gathered through a structured questionnaire from employees chosen via purposive sampling across various hotels. A combination of partial least squares structural equation modeling (PLS‐SEM) and artificial neural network (ANN) approaches was used to analyze the data and test the hypotheses. Results show that ETL significantly enhances GPC and GC, which in turn contribute to HEP. The PLS‐SEM analysis confirms that GC moderates HEP, highlighting its vital role in achieving environmental goals. Additionally, ANN results identify GC as the most influential predictor of HEP. The consistency of findings across both methods emphasizes the importance of fostering GC to enhance environmental performance in the hospitality field. This study emphasizes the roles of ETL and GC in advancing both environmental and social outcomes within the hospitality industry. It also enhances the theoretical understanding of ETL, GPC, and GC within the context of sustainability, offering a methodological advancement.