Ecocentric leadership in tourism: the role of AI-driven human resource management and fusion skills in enhancing sustainable performance

Purpose Sustainable performance in tourism increasingly depends on leadership approaches that can operate effectively within digitally transforming workplaces. However, ecocentric leadership often faces challenges when environmental values must be enacted through AI-driven HRM systems and a workforce with varying levels of fusion skills. This study examines how ecocentric leadership influences sustainable performance in Saudi Arabia’s tourism sector, with employee engagement and green organizational culture as mediators, and AI-enabled HRM practices and fusion skills as moderators. Design/methodology/approach Data were collected through a structured online survey from 414 employees working in 3-star-plus hotels across four major tourism destinations in Saudi Arabia (Jeddah, AlUla, Abha and NEOM). Partial Least Squares Structural Equation Modeling (PLS-SEM) was applied using SmartPLS 4.0 for hypothesis testing. Findings The findings indicate that ecocentric leadership positively influences sustainable performance both directly and indirectly through employee engagement and green organizational culture, although the effect sizes are modest. AI-enabled recruitment and performance management strengthen the relationship between ecocentric leadership and employee engagement, whereas AI-enabled training shows no significant moderating effect. Fusion skills enhance the impact of employee engagement on sustainable performance but do not moderate the relationship between green organizational culture and sustainable performance. Lastly, the model demonstrates moderate explanatory power, indicating that ecocentric leadership contributes meaningfully to sustainability outcomes alongside other organizational and contextual drivers in tourism settings. Practical implications The results offer guidance for hotel managers seeking to align sustainability targets with leadership development, employee engagement and responsible digital transformation. Integrating ecocentric values into leadership training, enhancing sustainability-focused AI-HRM processes and strengthening hybrid digital–human skill development can support improved sustainability performance. Social implications The study supports national sustainability priorities such as Saudi Vision 2030 and global initiatives linked to SDG 8, SDG 12 and SDG 13, showing how leadership and technology together can promote environmentally responsible tourism behavior, increase workforce ecological awareness and foster greener organizational cultures. Originality/value Building on the Ability–Motivation–Opportunity (AMO) framework, this study provides context-specific evidence on how AI-enabled HRM practices and fusion skills shape the conditions under which ecocentric leadership contributes to sustainable performance in tourism organizations.