Environmental Awareness of Employees as a Mediating Variable in the
Relationship between the Marketing Orientation of Green Star Hotels
and Sustainable Tourism in Egypt
EMAD ABDEL-KHALEK SABER EL-TAHHAN
College of Business,
Jouf University,
SAUDI ARABIA
also with
Giza Higher Institute for Administrative Sciences,
Tamoh, Giza,
EGYPT
Abstract: - This research delves into how employees' environmental Awareness mediates the connection
between Green Star hotels' marketing strategies and sustainable tourism in Egypt. It employs a questionnaire-
based approach, surveying green marketing orientation, employee environmental awareness, and sustainable
tourism dimensions using a Likert scale. The study's population consists of patrons of compliant Green Star
hotels, with 384 individuals sampled systematically. Structural Equation Modeling (SEM) via the Smart PLS
program enables comprehensive data analysis. The findings underline the substantial contribution of green
marketing strategies in Green Star hotels to sustainable tourism growth in Egypt. These encompass green
product offerings, pricing, promotion, and distribution practices, aligning with eco-conscious tourists'
preferences. Notably, employees' environmental Awareness emerges as a potent mediator, magnifying the
positive impact of green marketing on sustainable tourism. These findings underscore the pivotal role of green
star hotels in steering Egypt's tourism sector towards sustainability. It underscores the necessity for investments
in enhancing employee environmental awareness and fostering ecological responsibility within the industry.
Key-Words: - Green star hotels, Sustainable tourism, Environmental Awareness, Marketing orientation,
Structural Equation Modeling (SEM), Strategic sustainability, Egypt.
Received: May 17, 2023. Revised: September 26, 2023. Accepted: November 1, 2023. Available online: December 8, 2023.
1 Introduction
Tourism, often celebrated as a catalyst for economic
growth and cultural exchange, has become an
integral component of the global economy. The
allure of pristine destinations, enriched by their
natural beauty and cultural heritage, draws millions
of tourists worldwide. However, this surge in global
tourism has not been without its environmental
consequences. As concerns about climate change
and sustainability gain prominence, there is a
growing imperative to rethink tourism dynamics,
particularly in ecologically sensitive regions like
Egypt. In this context, the research explores a
pivotal nexus - the interface between the marketing
orientation of green star hotels and the promotion of
sustainable tourism, focusing on the mediating role
of employees' Environmental Awareness. This study
ventures into uncharted territory, striving to uncover
insights that have the potential to redefine the
landscape of sustainable tourism in Egypt.
Tourism in Egypt has a storied history, tracing
its roots back to the ancient civilizations that thrived
along the Nile. In the modern era, Egypt continues
to beckon travelers with its timeless wonders - the
Pyramids of Giza, the temples of Luxor, and the
allure of the Red Sea's coastal resorts. However,
amidst these historical treasures and natural beauty
lies a pressing concern - the sustainability of
Egyptian tourism.
Egypt's tourism industry is an economic
powerhouse, contributing significantly to the
nation's GDP and offering employment to millions.
However, this economic engine exacts an
environmental toll. The very natural beauty that
lures tourists can be threatened by the ecological
impacts of rampant development, resource
consumption, and pollution. The challenge,
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therefore, is to balance the economic benefits of
tourism with its ecological footprint.
Green star hotels, a designation earned by hotels
committed to sustainable practices, have emerged as
a beacon of hope in this discourse. These hotels
align their operations with principles of
environmental responsibility, from resource
conservation to promoting eco-friendly products and
services. They hold the potential to lead the
transformation towards sustainable tourism in
Egypt.
The hotel industry is a rapidly growing sector in
many developing countries, including Egypt, due to
the increasing tourism industry. However, this
growth also raises environmental challenges and
concerns, [1]. As a result, there is a growing need
for hotels to adopt sustainable practices and
contribute to sustainable tourism, [2]. In response to
these issues, Green Star hotels prioritize
environmental sustainability, [1].
Significant yet understudied is the relationship
between Green Star hotel marketing awareness
orientation and sustainable tourism in Egypt. This
study attempts to close this gap via employee
environmental awareness.
[1], found a correlation between green HRM
and hotel environmental performance.
Environmental performance improves with green
HRM practices such as recruiting and selection,
training and development, and remuneration. Green
Star Hotels' marketing awareness orientation and
sustainable tourism, mediated by employee
environmental consciousness, have not been
studied.
This study will add to the literature by
evaluating the relationship between Green Star hotel
marketing awareness orientation and sustainable
tourism in Egypt, with employee environmental
consciousness as a mediator. The resource-based
view theory will guide research, [1]. HR managers
at registered Egyptian hotels will receive surveys.
This analysis will use partial least squares structural
equation modelling, [1].
1.1 Statement of the Problem
Sustainable tourism, characterized by its ability to
meet the needs of the present without compromising
the needs of future generations, is a compelling
vision for Egypt. However, achieving this vision
necessitates a nuanced understanding of the factors
that underpin it. Central among these factors is the
marketing orientation of Green Star hotels. These
establishments are uniquely positioned to influence
the behavior of tourists, setting the tone for
sustainable practices.
However, the relationship between Green Star
Hotels' marketing orientation and sustainable
tourism is intricate and multifaceted. It is within this
intricate web that the role of employees'
environmental Awareness emerges as a crucial
mediator. While the impact of marketing strategies
on tourists' choices is undeniable, the degree to
which employees' Awareness of environmental
issues affects this relationship remains
underexplored.
Employees, as the ambassadors of Green Star
hotels, can significantly shape the experiences of
tourists. Their knowledge, attitudes, and behaviors
regarding environmental sustainability can permeate
the guest experience, influencing choices related to
energy and water conservation, waste reduction, and
responsible consumption. However, this dynamic
remains an understudied aspect of sustainable
tourism in Egypt.
Hence, the research problem can be articulated
as follows: How does the marketing awareness
orientation of green star hotels in Egypt impact
sustainable tourism, and to what extent does
employees' environmental Awareness mediate this
relationship?
1.2 Research Objectives
The primary objective of this research is to
comprehensively investigate the intricate interplay
between the marketing orientation of green star
hotels and the promotion of sustainable tourism in
Egypt, with a specific focus on the mediating role of
employees' Environmental Awareness.
1. To assess the marketing orientation of green
star hotels in Egypt and its various
dimensions, including Green Products, Green
Pricing, Green Promotion, and Green
Distribution.
2. To evaluate the level of environmental
awareness among employees of Green Star
hotels in Egypt.
3. To examine the direct relationship between
the marketing orientation of green star hotels
and sustainable tourism in Egypt.
4. To investigate the mediating role of
employees' Environmental Awareness in the
relationship between the marketing orientation
of green star hotels and sustainable tourism in
Egypt.
5. To provide actionable insights and
recommendations for green star hotels and
policymakers in Egypt to enhance sustainable
tourism through the strategic cultivation of
employees' Environmental Awareness.
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1.3 Research Questions
In alignment with the research objectives, the study
seeks to address the following key research
questions:
1. What is the extent of the marketing
orientation of green star hotels in Egypt,
encompassing dimensions such as Green
Products, Green Pricing, Green Promotion,
and Green Distribution?
2. To what degree do employees of Green Star
hotels in Egypt exhibit environmental
Awareness, and what factors influence this
Awareness?
3. What is the direct impact of the marketing
orientation of Green Star hotels on sustainable
tourism in Egypt?
4. To what extent does employees'
environmental Awareness mediate the
relationship between the marketing orientation
of green star hotels and sustainable tourism in
Egypt?
5. What strategic recommendations can be
formulated to leverage employees'
environmental Awareness to enhance
sustainable tourism in Egypt's Green Star
hotels?
1.4 Significance of the Study
This research holds profound significance on
multiple fronts. Firstly, it contributes to the
burgeoning knowledge surrounding sustainable
tourism, particularly in Egypt. By unveiling the
intricate dynamics between green star hotels,
marketing orientation, employee environmental
awareness, and sustainable tourism, this study
enriches how these elements interconnect.
Moreover, the findings of this research have
practical implications for stakeholders in the
Egyptian tourism industry. Green Star Hotels can
gain insights into how to strategically harness their
employees' environmental Awareness to enhance
the sustainability of their operations and elevate the
tourist experience. Policymakers can leverage these
insights to formulate regulations and incentives that
promote sustainable practices within the industry.
Furthermore, the study serves as a clarion call
for heightened environmental Awareness among
employees. By recognizing their pivotal role in
shaping sustainable tourism, this research
underscores the importance of employee education
and engagement in pursuing ecological
responsibility.
In conclusion, this study explores Egypt's
tourism sector's complex sustainability. It seeks to
promote responsible and sustainable tourism in this
culturally rich and environmentally diverse nation
by studying green star hotels, marketing orientation,
staff environmental awareness, and sustainable
tourism.
2 Literature Review and Hypothesis
2.1 Sustainable Tourism
Responsible or ecotourism, often known as
sustainable tourism, has become a global travel and
hospitality paradigm. Tourism operations should
benefit host communities and visitors while
protecting natural and cultural resources for future
generations by integrating economic, environmental,
and socio-cultural components, [3]. Sustainable
tourism literature covers environmental
conservation, community engagement, and
economic development.
Tourism policy and research have embraced
sustainable tourism, [4]. Sustainable tourism
development improves local society while meeting
tourist needs, [5]. Sustainable tourism literature
incorporates environmental preservation, social
responsibility, and economics, [6]. Sustainable
tourism requires community empowerment and
harmony between the local, social, and economic
environments, [6].
Several variables affect sustainable tourism
growth. These include economic advantages,
support services, quality, environmental
implications, and community well-being, [7]. Big
data has also been used to aid sustainable tourism
decision-making and address difficulties, [8].
The role of stakeholders in sustainable tourism
has been investigated. Sustainable tourism policy
research, implementation, and governance depend
on stakeholders, [9]. The systematic review method
and literature co-citation network analysis have been
used to classify the themes of sustainable tourism
policy research, such as stakeholders, policy
implementation, climate policy, indicators and
planning, and the role of sustainable tourism, [4].
Furthermore, the challenges and impacts of
sustainable tourism have been investigated.
Destinations that highly depend on tourism face
sustainability challenges, including environmental
degradation, resource competition, and strain on
local communities, [10]. Over tourism has also been
identified as a phenomenon that affects the
sustainability of tourism destinations, [11]. The
COVID-19 pandemic has had a significant impact
on sustainable tourism, highlighting the need for
sustainable tourism operations that can operate in a
natural capacity for the regeneration and
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productivity of natural resources, [12], [13], [14],
[15].
2.2 Green Marketing Orientation
Green marketing orientation is a strategic approach
that incorporates environmental considerations into
marketing practices. It encompasses various
dimensions, including green products, green pricing,
green promotion, and green distribution. This
literature review summarizes green marketing-
oriented research on these dimensions. The
literature has extensively researched green product
dimensions. [16], demonstrated that green products
boost SME profitability. [17], also noted that green
items influence customer purchases. They observed
that promotional efforts and reference groups boost
green product awareness.
Green pricing is another aspect of green
marketin. Found that green pricing boosts SME
profitability. Green market orientation influences
business performance by raising public knowledge
of environmental issues, which encourages
enterprises to adopt green business practices,
according to, [18].
The literature also examines green promotion.
[19], discovered that functional green advertising
improves customer perceptions and behavior. [17],
noted that promotional strategies help produce green
products and improve consumer buying behavior.
Green distribution is another dimension of green
marketing orientation that has received attention in
the literature. [20], studied the relationship between
green market orientation and new product
performance among European Multinational
Enterprises operating in developing economies.
They found that green market orientation positively
affects new product performance.
Overall, the literature suggests that the
dimensions of green marketing orientation,
including green products, pricing, promotion, and
distribution, play a crucial role in influencing
consumer behavior, improving business
performance, and promoting sustainable practices.
These dimensions are interconnected and should be
considered holistically in green marketing strategies.
Based on the context mentioned above, the
following direct hypotheses are posited:
Main Hypothesis: A positive correlation exists
between the marketing orientation of green star
hotels and the advancement of sustainable tourism.
(HP1): A beneficial correlation is discernible
between green distribution practices and the
enhancement of sustainable tourism in Egypt.
(HP2): A constructive relationship is observed
between green pricing strategies and the
development of sustainable tourism in Egypt.
(HP3): A favorable correlation is evident between
green product offerings and the promotion of
sustainable tourism in Egypt.
(HP4): A positive association exists between Green
Promotion efforts and the progression of
sustainable tourism in Egypt.
2.3 The Environmental Awareness
Environmental Awareness is absorbing, analyzing,
storing, and organizing environmental information,
[21]. People's Awareness of their environmental
impact is reflected in their conduct, [22].
Environmental Awareness is essential for
sustainable consumption and pro-environmental
behavior, [23]. The link between environmental
Awareness and pro-environmental conduct is
complicated.
Much research has examined the link between
environmental Awareness and pro-environmental
[24]. Environmental Awareness does not
necessarily result in pro-environmental behavior
[25]. [26], found that environmental Awareness
does not imply environmental responsibility. These
findings imply that personal values, social norms,
and situational factors may impact pro-
environmental behavior.
Environmental awareness and consumer
purchase decisions have been explored. An
Environmental Awareness Purchasing Intention
Model by, [26], demonstrated that broad
environmental awareness characteristics influence
consumers' inclinations to buy environmentally
friendly products. They stressed the relevance of
perceived quality and self-image while buying cars.
Organizational green innovation techniques
about senior management's environmental
consciousness have also examined. Green
innovation strategy and innovation capability are
weaker when senior management is environmentally
aware, according to, [27]. With increasing top
management's environmental Awareness, green
innovation strategy and incentive policy stay linked.
Policy and commercial influences on the
adoption of green innovation strategies have also
been addressed. The association between green
innovation strategy and coercive policy is stronger
when senior management is environmentally
informed, according to, [27]. The association
between green innovation strategy and market
pressure is more robust when senior management is
environmentally conscious, [27].
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Fig. 1: Study model
Source: Developed by author
Environmental Awareness goes beyond
individual behavior to educational environments.
[28], studied appropriate environmental practices
to raise primary education students' Environmental
Awareness.
Such programs increase high school students'
environmental Awareness, emphasizing the need for
an organized process that develops information,
feelings, attitudes, and intentions.
This research significantly contributes to
sustainable tourism, particularly in Egypt's
hospitality industry. By introducing the concept of
Environmental Awareness (EA) among employees
as a mediating variable, the study offers a novel
perspective on the complex interplay between the
marketing orientation of green star hotels and the
promotion of sustainable tourism. This contribution
is twofold. Firstly, it underscores the pivotal role
played by hotel staff in the pursuit of sustainability
objectives. The study illuminates how fostering
Environmental Awareness among employees can
act as a catalyst, translating marketing strategies
focused on green practices into tangible, sustainable
outcomes. Secondly, within the context of Egypt,
where the tourism sector holds substantial economic
importance, these findings can serve as a guide for
hotel management and policymakers. By
recognizing the significance of Environmental
Awareness as a mediating variable, they can
strategically invest in employee education and
awareness campaigns, ultimately steering the
industry toward more sustainable and responsible
practices. Thus, this research not only enriches the
academic discourse but also offers practical insights
with the potential to drive positive change within the
Egyptian hospitality sector and, by extension, the
broader global tourism industry.
Based on the previous discussions and the study
model (Figure 1), the following indirect hypotheses
were put forward:
HP5: Employees' environmental Awareness takes on
a mediating role in the association between Green
Distribution practices and the enhancement of
sustainable tourism in Egypt.
HP6: Employees' Environmental Awareness is a
mediating factor in the relationship between Green
Pricing strategies and the advancement of
sustainable tourism in Egypt.
HP7: The mediating role of employees'
environmental Awareness comes into play in the
connection between green products and the
promotion of sustainable tourism in Egypt.
HP8: The presence of employees' Environmental
Awareness is a mediator in the link between green
promotion initiatives and the progression of
sustainable tourism in Egypt.
3 Methodology
This research is classified as a descriptive study,
focusing on elucidating the marketing orientation of
Green Star hotels in Egypt to foster sustainable
tourism by cultivating environmental Awareness
among employees. The study primarily employs a
descriptive-analytical approach.
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Table 1. Green Star Hotels in Egypt
Place
Number of Green Star hotels
Makadi city
13
Coraya city
12
El Gouna
18
Hurghada
14
Alexandria – Downtown
3
Alexandria - North Coast
1
Dahab
1
the shortest
2
Marsa Alam
4
Marsa Matrouh
4
Impudence
2
Sahl Hasheesh
1
Ain Sokhna – Suez
1
Sharm El-Shaikh
78
Taba
1
Cairo
8
Total
163
Source: GSH, (2023), [29].
Study Population:
The study population comprises the
employees in
Green Star hotels in Egypt, specifically those that
meet the prerequisites for implementing an
environmental management system. These hotels
fall within the five-star, four-star, and three-star
categories, by the classification established by the
Egyptian Ministry of Tourism. This classification
encompasses 163 hotels, encompassing a combined
room count of 50,000, distributed across 16 regions
throughout the Arab Republic of Egypt, as indicated
in Table 1, [29].
The present investigation centers on the
employees in
Green Star Hotels located in Sharm El-
Sheikh, where there exists a total of 78 such
establishments distributed across various star
categories: 47 are categorized as three-star hotels,
22 as four-star hotels, and nine as five-star hotels,
[29].
The choice of Sharm El-Sheikh as several key
rationales underpin the study location:
Firstly, Sharm El-Sheikh stands out as one of
the Republic's foremost tourist destinations, drawing
travelers from across the globe.
Secondly, the tourism sector in Sharm El-
Sheikh is witnessing a sustained and swift
expansion. The perpetuation and success of this
growth hinge on environmental quality and adopting
new strategies. Among these strategies, the green
marketing orientation embedded within the hotel
management system assumes paramount
importance. Notably, the increasing environmental
consciousness among tourists drives their quest for
eco-friendly lodging.
Furthermore, Sharm El-Sheikh boasts a
considerable concentration of Green Star Hotels,
accounting for 78 out of the total of 163 such hotels
found in Egypt.
Regarding the study sample, 384 individuals
were selected, constituting 2/5 of the study's
population.
To collect data, a structured questionnaire was
meticulously devised. This questionnaire comprises
three distinct sections, each tailored to align with the
study's specific objectives. The first section delves
into the dimensions of green marketing, the second
section pertains to the dimensions of environmental
Awareness among hotel employees, and the third
section explores the dimensions of sustainable
tourism. All the questionnaires were meticulously
crafted employing a Likert scale, encompassing five
response options.
Table 2 offers a comprehensive presentation of
the constituents comprising the questionnaire
development process. For each item, the sources are
meticulously cited, signifying the scholarly
underpinnings that guided the selection of these
variables. This methodical inclusion of references
ensures the questionnaire's alignment with pertinent
research and established theoretical frameworks.
The questionnaire items encompass various
facets pertinent to the marketing orientation of
Green Star Hotels, specifically addressing
dimensions such as Green Products, Green Pricing,
Green Promotion, and Green Distribution.
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Table 2. Questionnaire Development.
Source
Variables
Environmental Awareness
(Masjud & Solihin, 2021; Wierzbiński et al., 2021; Kousar et al., 2022)
Green Distribution
(Martins, 2021; Siddique & Hossain, 2018; Pomegbe et al. 2022)
Green Pricing
Green Product
Green Promotion
Social Dimension
(Hadi et al., 2022; Go & Kang, 2022; Niñerola et al., 2019; Fahad S.
Almawishir & Benlaria, 2023).
Economic Dimension
Environmental Dimension
Through the deliberate introduction of
environmental Awareness as a mediating variable
within the context of the relationship between the
marketing orientation of Green Star hotels and
sustainable tourism, the questionnaire seeks to
undertake a holistic evaluation of this intricate
relationship. This approach augments the study's
capacity to provide a comprehensive comprehension
of the subject matter under scrutiny, offering a
nuanced perspective on the interplay between the
marketing orientation of Green Star hotels and the
advancement of sustainable tourism.
The methodology adopted for this study was
meticulously shaped by an extensive review of
pertinent literature, culminating in the careful
evaluation of three distinct techniques for model
assessment: (i) multiple linear regression (MLR),
(ii) system dynamics (SD), and (iii) structural
equation modeling (SEM). In this evaluative
process, it was discerned that MLR presented
inherent limitations, primarily due to its incapacity
to effectively account for the intricate
interdependencies among variables, a crucial aspect
of this study's framework. Conversely, the
applicability of SD was precluded by the nature of
the data, which lacked the requisite time-dependent
characteristics. Subsequently, SEM emerged as the
most apt approach, given its capacity to scrutinize
the intricate relationships among observable and
latent factors. Within the SEM framework, partial
least squares-structural equation modeling (PLS-
SEM) was identified as a robust tool, specifically
adept at identifying and addressing any latent
variable deficiencies within the model.
4 Results
To create a more robust and applicable model for
research purposes, it is essential to ensure its
validity and reliability are high. To assess the
relationships among the constructs, we employed
the Smart PLS 4 software, utilizing trajectory
modeling algorithms, precisely the Partial Least
Squares (PLS) Algorithm. These algorithms are
instrumental in estimating trajectory models by
considering latent variables. Additionally, we
estimated the data's measurement and structural
model as outlined in the reference, [30].
Fig. 2: The trajectories of the initial standard model
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Fig. 3: The trajectories of the standard model following the removal of underperforming agents
Table 3. Convergent validity indicators
Average variance values AVE
Composite reliability
CR
Alpha Cronbach CA
Loadings
Items
Variables
0.643
0.909
0.907
0.767
EA3
Environmental Awareness
0.739
EA4
0.762
EA5
0.802
EA6
0.866
EA7
0.858
EA8
0.809
EA9
0.645
0.756
0.720
0.664
ED1
Economic Dimension
0.848
ED4
0.880
ED5
0.657
0.807
0.752
0.847
ENV1
Environmental Dimension
0.802
ENV3
0.781
ENV4
0.633
0.833
0.808
0.811
GDS1
Green Distribution
0.688
GDS2
0.854
GDS3
0.819
GDS4
0.645
0.821
0.816
0.757
GRC1
Green Pricing
0.863
GRC2
0.775
GRC3
0.813
GRC5
0.629
0.720
0.712
0.785
GRD3
Green Product
0.811
GRD4
0.783
GRD5
0.684
0.865
0.848
0.827
GRM1
Green Promotion
0.797
GRM2
0.867
GRM3
0.816
GRM4
0.675
0.883
0.878
0.733
SD1
Social Dimension
0.806
SD2
0.826
SD3
0.893
SD4
0.843
SD5
Source: Prepared by researcher based on Smart PLS 4 outputs.
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Figure 2 highlights the presence of variables,
namely EA1, GRD2, EA1, EA10, ENV2, ENV5,
ED2, ED3, and GRD1, whose latent structures
exhibit branching with factors measuring less than
0.7. To enhance the model's reliability, it is
imperative to address this issue by removing these
factors from consideration, as detailed in the
reference, [30].
Moving on to the concept of convergent
validity, it pertains to the extent of agreement
among two or more measurements within the same
framework or model. To assess convergent validity,
we conducted an analysis based on the variance
extracted for each factor. Convergent validity is
deemed to be achieved when the extracted variance
values surpass the threshold of 0.5, as stipulated in
references, [31].
In Figure 3 and Table 3, you can observe the
outcomes of the statistical analysis conducted to
assess the convergent validity of the study's data and
model utilizing Smart PLS 4. Table 3 presents a
comprehensive evaluation of convergent validity
indicators for the various constructs in our study.
Convergent validity is a critical aspect of our
research, as it ensures that our chosen measurement
instruments accurately represent and measure the
intended constructs. Let us dissect the critical
insights derived from the Table 3.
Firstly, the Average Variance Explained (AVE)
values play a pivotal role in assessing convergent
validity. In our analysis, we find that all AVE values
comfortably surpass the widely accepted threshold
of 0.5. This signifies strong convergent validity,
suggesting that the items within each construct share
a substantial amount of common variance,
reinforcing their alignment with the underlying
concept they are intended to measure.
Secondly, Composite Reliability (CR) values
are fundamental indicators of internal consistency
and reliability within each construct. In our study,
all CR values significantly exceed the recommended
threshold of 0.7, indicating high levels of
consistency among the items within each construct.
This affirms the reliability of our measurement
instruments, reinforcing our confidence in their
effectiveness.
Thirdly, Cronbach's Alpha (Alpha), another
measure of internal consistency, reinforces the
findings. Once again, all Alpha values exceed the
0.7 threshold, underlining the robust internal
consistency among the items within each construct.
Lastly, the Loadings provide insights into the
strength of the relationship between each item and
its respective construct. Notably, most items within
each construct exhibit high loadings, often
exceeding 0.7. This underscores the effectiveness of
our items in capturing the essence of their
corresponding constructs, further corroborating the
convergent validity of our measurement model.
Discriminant Validity refers to the logical
spacing of the statements of a variable and their
non-repetition and overlap with other variables. This
is confirmed by testing the discriminant validity
matrix between the variables and dimensions of the
study. This is done by comparing the bilinear
correlations between the obtained factors with the
extracted variance estimates for the construct. The
discriminant validity is determined when it is
confirmed by noting the diagonal elements (the root
square of the average value of the common variance
AVE for each construct) whose values must be
greater than the associated values in rows and
columns. Table 4 shows the indicators of
discriminant validity according to, [32].
Table 4 offers a comprehensive view of the
discriminant validity assessment, employing the
Fornell-Larcker criterion to gauge the
distinctiveness of constructs within our study. This
matrix provides valuable insights into the
relationships between constructs and the extent to
which they overlap.
Table 4. The results of the discriminant validity of the items (Fornell-Larcker criterion)
EA
ED
ENV
GDS
GRC
GRD
GRM
SD
EA
0.802
ED
0.731
0.803
ENV
0.780
0.724
0.811
GDS
0.661
0.577
0.588
0.796
GRC
0.670
0.603
0.566
0.645
0.803
GRD
0.567
0.504
0.414
0.474
0.747
0.893
GRM
0.631
0.555
0.567
0.725
0.727
0.526
0.827
SD
0.783
0.773
0.727
0.636
0.638
0.577
0.616
0.822
Source: Prepared by researcher based on Smart PLS outputs
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The diagonal values, representing the square
root of the average variance extracted (AVE) for
each construct, stand out as key indicators. Notably,
these values range from 0.802 to 0.893 and are
consistently higher than the correlations between
constructs. This disparity highlights that each
construct shares a more significant portion of
variance with its items than with items from other
constructs, strongly indicating the presence of
discriminant validity.
Conversely, the off-diagonal values, which
represent correlations between constructs, range
from 0.414 to 0.811. These values consistently fall
below the diagonal values, reinforcing the
discriminant validity of our constructs. The lower
correlations between constructs suggest they
effectively capture distinct and separate underlying
concepts.
In summary, the outcomes presented in Table 4
provide robust evidence supporting the discriminant
validity of our constructs. These results confirm that
our measurement model successfully distinguishes
and measures different concepts, enhancing the
reliability of our research findings and reinforcing
the credibility of our study.
Table 5 provides a comprehensive overview of
the results obtained from the HTMT (Heterotrait-
Monotrait) Discriminatory Validity Test, a pivotal
analysis to assess the distinctiveness of the
constructs under examination. Within this matrix,
values below the diagonal represent the HTMT
ratios between pairs of constructs, offering valuable
insights into their discriminant validity.
The interpretation of these findings reveals a
positive outcome: all HTMT ratios are below the
critical threshold of 1. This signifies that the
constructs in our study exhibit discriminant solid
validity. The HTMT ratios being less than one
indicates that the correlations between constructs do
not significantly exceed the square root of the AVE
for each respective construct. This reaffirms that
each construct effectively captures a unique and
separate concept within our research framework.
In summary, the results showcased in Table 5
fortify our confidence in the discriminant validity of
our constructs. These findings underscore that our
measurement model successfully distinguishes
between the various constructs, strengthening the
trustworthiness of our research outcomes and
assuring that each construct comprehensively
represents an independent underlying concept.
Table 5. HTMT Discriminatory Validity Test
EA
ED
ENV
GDS
GRC
GRD
GRM
SD
EA
ED
0.845
ENV
0.883
0.832
GDS
0.752
0.732
0.726
GRC
0.775
0.770
0.678
0.791
GRD
0.689
0.673
0.528
0.637
0.861
GRM
0.702
0.687
0.690
0.741
0.879
0.695
SD
0.741
0.651
0.844
0.735
0.749
0.709
0.695
Source: Prepared by researcher based on Smart PLS outputs
Table 6. Criteria for the study model structural fit
Variables
R-Square
R-Square Adjusted
Variance Explained
Explanatory Power F2
EA
0.550
0.545
High
/
ED
0.690
0.689
High
/
ENV
0.609
0.608
High
/
SD
0.966
0.965
High
/
GDS
/
/
/
0.100
GRC
/
/
/
0.253
GRID
/
/
/
0.125
GRM
/
/
/
0.321
GDS
/
/
/
0.120
Source: Prepared by researcher based on Smart PLS outputs
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Evaluating the structural model entails
examining how the various constructs within the
model interact, as well as gauging the significance
and strength of these interactions. The structural
model essentially embodies the theoretical
underpinnings of how these constructs are
interconnected, providing the foundation for
scrutinizing our research hypotheses.
To assess the structural model's integrity and
uncover valuable insights, a range of analytical
approaches can be employed. These encompass path
analysis, regression analysis, and the utilization of
structural equation modeling (SEM). These versatile
methods empower researchers to delve into the
intricacies of constructing relationships, shedding
light on potential mediating or moderating effects
within the model.
Table 6 offers a comprehensive evaluation of
the structural fit of our study model, employing
several vital criteria to assess the model's
performance. Here is the interpretation of the
findings:
Firstly, the R-Square (R^2) values indicate the
proportion of variance in each dependent variable
that the independent variables in the model can
elucidate. High R-Square values were observed for
EA, ED, ENV, and SD, suggesting that the model
substantially explains the variance in these
constructs.
The Adjusted R-Square values, considering the
number of predictors, further corroborate the
model's explanatory prowess. Once again, EA, ED,
ENV, and SD exhibit high adjusted R-Square
values, underscoring their robust explanatory
capacity.
The Variance Explained values illuminate the
model's effectiveness in clarifying and predicting
variation within each construct. Impressively, EA,
ED, ENV, and SD all demonstrate high values,
affirming the model's ability to account for a
significant portion of the variance in these
constructs.
The Explanatory Power (F2) statistics provide
insights into the practical significance of the model's
explanatory capabilities. EA, ED, ENV, and SD
stand out with substantial F2 values, indicating their
explanatory power within the model.
In summary, the outcomes in Table 6 highlight
the model's effectiveness in elucidating and
predicting variance in key constructs, notably EA,
ED, ENV, and SD. These constructs exhibit high R-
Square values, adjusted R-Square values, and
significant F2 statistics, emphasizing their pivotal
role in the model.
Table 7. Results of GOODNESS-OF-FIT
Saturated model
Estimated model
SRMR
0.108
0.109
d_ULS
6.487
6.618
d_G
1.324
1.420
Chi-square
1275.626
1287.713
NFI
0.657
0.644
Source: Prepared by researcher based on Smart PLS
outputs
Table 7 presents the results of the goodness-of-
fit analysis, comparing the saturated model to the
estimated model. Here is a concise interpretation:
The SRMR (Standardized Root Mean Square
Residual) values for both models, while slightly
above the ideal threshold of 0.08, remain within an
acceptable range, indicating a reasonable
approximation of observed data. Both models show
higher D_ULS (discrepancy between unrestricted
least squares model and saturated model) and D_G
(discrepancy between the model and the saturated
model) values in the estimated model, suggesting a
minor lack of accuracy in replicating observed data
compared to the saturated model. The chi-square
values for both models are relatively high, which
could be influenced by the sample size. However, it
is essential to consider other fit indices alongside
chi-square.
The NFI (Normed Fit Index) values for both
models indicate room for improvement in achieving
an optimal fit to the data. In summary, the results
indicate that the estimated model reasonably
approximates the observed data, with minor
discrepancies.
After confirming that the dimensions of the
variables did not overlap and that the study data
adhered to the assumption of normal distribution,
the research hypotheses were systematically
investigated. This examination utilized a minor
squares analysis, specifically Partial Least Squares
(PLS), complemented by bootstrapping testing.
These analytical techniques were chosen to
comprehensively evaluate both the direct and
indirect relationships between the variables under
investigation.
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Table 8. Hypothesis testing
Relationship
Path Coeff
Sample mean
(M)
Standard
deviation
(STDEV)
t-Value
P values
Decision
HP1: Green Distribution (GDS) ->
Sustainable Tourism (ST)
0.370
0.370
0.057
6.472
0.000
Accepted**
HP2: Green Pricing (GRC) ->
Sustainable Tourism (ST)
0.280
0.279
0.056
5.032
0.000
Accepted**
HP3: Green Product (GRD) ->
Sustainable Tourism (ST)
0.158
0.161
0.057
2.750
0.006
Accepted**
HP4: Green Promotion (GRM) ->
Sustainable Tourism (ST)
0.025
0.023
0.058
0.431
0.666
Rejected*
SIGNIFICANT AT P** =< 0.01, P*<0.05
Table 9. Indirect Effects
Relationship
Indirect effect
Bootstrapped confidence
Interval
Decision
Path Coeff
t-Value
Significance
level P
2.5%
97.5%
HP5: Green Distribution (GDS) ->
Environmental Awareness (EA) ->
Sustainable Tourism (ST)
0.370
6.472
0.000**
0.257
0.481
Partial mediation
HP6: Green Pricing (GRC) ->
Environmental Awareness (EA) ->
Sustainable Tourism (ST)
0.280
5.032
0.000**
0.166
0.385
Partial mediation
HP7: Green Product (GRD) ->
Environmental Awareness (EA) ->
Sustainable Tourism (ST)
0.158
2.750
0.006**
0.050
0.278
Partial mediation
HP8: Green Promotion (GRM) ->
Sustainable Tourism (ST)
0.025
0.431
0.048*
0.018
0.303
Full mediation
Significant at P** =< 0.01, P*<0.05
Table 8 summarizes the outcomes of hypothesis
testing, which assesses the relationships between
various factors and their impact on Sustainable
Tourism (ST). Here is an interpretation of the
findings:
Hypothesis HP1 (Green Distribution ->
Sustainable Tourism): The path coefficient
(relationship strength) is 0.370. This value is
significantly different from zero (t-Value = 6.472, p
= 0.000), indicating a strong positive relationship
between Green Distribution (GDS) and Sustainable
Tourism (ST). Therefore, HP1 is accepted,
suggesting that Green Distribution has a significant
direct impact on Sustainable Tourism.
Hypothesis HP2 (Green Pricing -> Sustainable
Tourism): The path coefficient is 0.280, which is
also significantly different from zero (t-Value =
5.032, p = 0.000). This implies a substantial positive
relationship between Green Pricing (GRC) and
Sustainable Tourism (ST), leading to the acceptance
of HP2. This finding suggests that Green Pricing
significantly influences Sustainable Tourism.
Hypothesis HP3 (Green Product -> Sustainable
Tourism): The path coefficient here is 0.158.
Although the relationship is statistically
significant (t-Value = 2.750, p = 0.006), it is
relatively weaker than HP1 and HP2. Nevertheless,
HP3 is accepted, indicating that Green Product
(GRD) has a positive and significant direct impact
on Sustainable Tourism (ST).
Hypothesis HP4 (Green Promotion ->
Sustainable Tourism): The path coefficient for HP4
is 0.025, and the associated t-value is 0.431.
Notably, the p-value is 0.666, more significant than
the joint significance threshold of 0.05.
Consequently, HP4 is rejected, indicating no
statistically significant relationship between Green
Promotion (GRM) and Sustainable Tourism (ST).
In summary, this analysis reveals that Green
Distribution, Green Pricing, and Green Products
have a statistically significant favorable influence on
Sustainable Tourism, as evidenced by the
acceptance of HP1, HP2, and HP3. However, Green
Promotion does not exhibit a significant impact on
Sustainable Tourism, as indicated by the rejection of
HP4. The significance levels adhere to standard
conventions (p** <= 0.01, p* < 0.05), supporting
the validity of these conclusions.
Table 9 provides insights into the indirect
effects of various relationships on Sustainable
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Tourism (ST) through the mediating role of
Environmental Awareness (EA). Here is an
interpretation of the findings:
Hypothesis HP5 (Green Distribution -> EA ->
ST): The path coefficient is 0.370, with a significant
t-value of 6.472 (p = 0.000**). This indicates a
strong positive relationship between Green
Distribution (GDS) and Sustainable Tourism (ST)
that is partially mediated by Environmental
Awareness (EA). The bootstrapped confidence
interval (0.257 to 0.481) confirms this partial
mediation. In other words, Green Distribution has
both a direct and an indirect positive impact on
Sustainable Tourism through its influence on
Environmental Awareness.
Hypothesis HP6 (Green Pricing -> EA -> ST):
The path coefficient is 0.280, with a significant t-
value of 5.032 (p = 0.000**). Similar to HP5, this
relationship between Green Pricing (GRC) and
Sustainable Tourism (ST) is partially mediated by
Environmental Awareness (EA). The bootstrapped
confidence interval (0.166 to 0.385) supports this
partial mediation, suggesting that Green Pricing
affects Sustainable Tourism both directly and
indirectly through its influence on Environmental
Awareness.
Hypothesis HP7 (Green Product -> EA -> ST):
The path coefficient is 0.158, with a significant t-
value of 2.750 (p = 0.006**). Once again, there is
evidence of partial mediation, as Green Product
(GRD) positively impacts Sustainable Tourism (ST)
through the mediating role of Environmental
Awareness (EA). The bootstrapped confidence
interval (0.050 to 0.278) reinforces this partial
mediation.
Hypothesis HP8 (Green Promotion -> ST): The
path coefficient is 0.025, with a t-value of 0.431 and
a significance level of 0.048*. Unlike the previous
hypotheses, this relationship between Green
Promotion (GRM) and Sustainable Tourism (ST) is
fully mediated. In this case, Environmental
Awareness (EA) is a complete mediator between
Green Promotion and Sustainable Tourism. The
bootstrapped confidence interval (0.018 to 0.303)
confirms this complete mediation, indicating that
the impact of Green Promotion on Sustainable
Tourism is entirely indirect through its influence on
Environmental Awareness.
In summary, the analysis in Table 9 reveals that
Green Distribution, Pricing, and Green Products
have both direct and indirect positive effects on
Sustainable Tourism. Environmental Awareness
partially mediates these relationships. However,
Green Promotion only has an indirect effect on
Sustainable Tourism, and Environmental Awareness
fully mediates this effect. The significance levels
adhere to standard conventions (p** <= 0.01,
p*<0.05), reinforcing the validity of these mediation
findings.
5 Discussion
The study examined the intricate relationships
between the marketing awareness orientation of
green star hotels, the Environmental Awareness
(EA) of employees, and their collective impact on
Sustainable Tourism (ST) in Egypt. The results, as
presented in Table 8 and Table 9, offer critical
insights into the dynamics driving sustainability
practices in the Egyptian hotel industry.
5.1 Direct Effects on Sustainable Tourism
(ST)
The direct effects in Table 8 reveal compelling
connections between specific variables and
Sustainable Tourism (ST). Green Distribution
(GDS), Green Pricing (GRC), and Green Product
(GRD) all exhibit statistically significant and
positive direct impacts on Sustainable Tourism.
These findings substantially affect how Green Star
hotels in Egypt can enhance their sustainability
efforts.
Green Distribution (GDS): The strong positive
relationship between Green Distribution and
Sustainable Tourism suggests that environmentally
friendly distribution practices like waste
management and sustainable transportation can help
to sustain tourism in Egypt. This result shows that
passengers worldwide want eco-friendly services,
making this a critical sustainability issue for hotels.
The favorable correlation between Green prices
and Sustainable Tourism shows that tourists like
price schemes that encourage environmentally
friendly choices. Offering discounts for eco-friendly
transportation or accommodations may encourage
responsible tourism. Pricing can promote
sustainable tourism, as shown by this outcome.
Green Product (GRD): Offering
environmentally friendly products and services to
attract sustainability-conscious tourists is important.
Modern travelers prefer sustainable places and
accommodations. Thus, Egyptian hotels must go
green.
It is worth noting that while Green Distribution
and Green Pricing exhibit direct solid effects on
Sustainable Tourism, the direct impact of Green
Products is comparatively weaker. This suggests
that while offering green products and services is
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crucial, other factors may also play a significant role
in influencing tourists' sustainability choices.
5.2 Indirect Effects Mediated by
Environmental Awareness (EA)
Table 9 introduces the concept of indirect effects,
where the influence of certain factors on Sustainable
Tourism is mediated by the Environmental
Awareness (EA) of hotel employees. This mediation
underscores the pivotal role of raising Awareness
among hotel staff about the environmental impact of
their actions and decisions.
Partial Mediation: Hypotheses HP5 (Green
Distribution -> EA -> ST), HP6 (Green Pricing ->
EA -> ST), and HP7 (Green Product -> EA -> ST)
all exhibit partial mediation. This means that, in
addition to their direct effects on Sustainable
Tourism, these factors indirectly influence
Sustainable Tourism through their impact on
Environmental Awareness.
For instance, Green Distribution not only
directly enhances Sustainable Tourism but also
indirectly does so by raising Environmental
Awareness among hotel employees. Hotel staff who
engage in environmentally friendly distribution
practices may become more conscious of their
ecological footprint and, consequently, make more
sustainable choices in their operations. The same
principle applies to Green Pricing and Green
Products.
Complete Mediation: In contrast, Hypothesis
HP8 (Green Promotion -> ST) demonstrates
complete mediation. Green Promotion's impact on
Sustainable Tourism is indirectly channeled through
Environmental Awareness. In this scenario,
promotional efforts by green star hotels in Egypt
that focus on sustainability, while not directly
affecting Sustainable Tourism, contribute to greater
Environmental Awareness among hotel employees.
As hotel employees become more environmentally
conscious, they are more likely to implement
sustainable practices, which, in turn, influence
Sustainable Tourism.
Environmental Awareness as a Catalyst for
Sustainable Tourism
The pivotal role of Environmental Awareness as
a mediator in these relationships cannot be
overstated. It underscores the significance of
educating, communicating, and raising awareness
among hotel employees about the environmental
impact of their choices and actions.
This finding resonates with broader global
trends where travelers increasingly seek authentic
and responsible experiences. Tourists are not just
passive consumers; they are becoming more
conscious of the environmental, social, and cultural
impacts of their travels. Therefore, promoting
Environmental Awareness among hotel employees
can be a potent tool for steering hotel operations and
tourist behavior toward sustainability.
5.3 Implications for the Egyptian Hotel
Industry
The results of this study carry substantial
implications for the Egyptian hotel industry, which
has been striving to balance the economic benefits
of tourism with environmental preservation. First
and foremost, these findings underscore the need for
green star hotels in Egypt to prioritize sustainability
practices. Green Distribution, Pricing, and Products
are not only associated with Sustainable Tourism
but also indirectly contribute to it by enhancing
Environmental Awareness among hotel employees.
Integration of Sustainability Practices: Egyptian
Green Star hotels should integrate sustainability
practices into their operations. This could involve
adopting eco-friendly distribution channels,
implementing responsible pricing strategies, and
providing green products and services. These efforts
can lead to direct improvements in Sustainable
Tourism and enhance the industry's image.
Employee Environmental Education:
Environmental Awareness among hotel employees
is crucial. Educational initiatives that inform and
engage employees about the environmental impact
of their choices and actions should be prioritized.
This could include training programs, environmental
workshops, or partnerships with sustainability
organizations.
Promotion of Sustainable Practices: While
Green Promotion did not exhibit a direct effect on
Sustainable Tourism, its role in raising
Environmental Awareness should not be
underestimated. Green Star hotels in Egypt should
continue to promote sustainability in their marketing
and operational efforts, as it indirectly contributes to
more sustainable practices and ultimately benefits
Sustainable Tourism.
Policy Support: Government bodies play a
significant role in shaping the direction of the hotel
industry. Supportive policies and regulations that
encourage sustainability practices and
Environmental Awareness campaigns should be
considered. This can create a favorable environment
for hotels to adopt and promote sustainable
practices.
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6 Conclusions
The study has delved into the complex dynamics of
sustainability within the context of the Egyptian
hotel industry, mainly focusing on green star hotels.
Through a comprehensive analysis of direct and
indirect effects, the role of Environmental
Awareness (EA) as a mediator, and the impact of
marketing awareness orientation on Sustainable
Tourism (ST), several key conclusions have been
drawn:
Direct Impact on Sustainable Tourism: Green
star hotels in Egypt can significantly contribute to
Sustainable Tourism through various direct
mechanisms. Notably, Green Distribution, Pricing,
and Green Product offerings exhibit strong positive
relationships with Sustainable Tourism. This implies
that adopting eco-friendly distribution practices,
pricing strategies, and product offerings can directly
enhance the sustainability of tourism in Egypt.
Mediation through Environmental Awareness:
Environmental Awareness plays a pivotal role in
mediating the relationship between certain factors
and Sustainable Tourism. Green Distribution, Green
Pricing, and Green Products not only have direct
effects on Sustainable Tourism but also indirectly
influence it by enhancing Environmental Awareness
among hotel employees. Additionally, Green
Promotion's impact on Sustainable Tourism is
entirely mediated by raising Environmental
Awareness.
The Power of Education and Awareness: The
findings underscore the importance of education,
communication, and awareness campaigns within
the Egyptian hotel industry. Raising Environmental
Awareness among hotel employees can significantly
influence hotel operations and, consequently, impact
Sustainable Tourism positively. This aligns with the
global trend of environmentally conscious consumer
behavior and the growing demand for responsible
tourism experiences.
6.1 Recommendations
Building upon the conclusions drawn from this
study, several recommendations emerge for green
star hotels in Egypt and similar regions striving to
promote sustainability and cater to the increasing
demand for responsible tourism:
1. Integration of Sustainability Practices: Green
Star hotels should integrate sustainability
practices into their daily operations. This
encompasses adopting eco-friendly
distribution channels, implementing
responsible pricing strategies, and providing
green products and services. These efforts can
lead to direct improvements in Sustainable
Tourism and enhance the industry's image.
2. Employee Environmental Education:
Environmental Awareness among hotel
employees is paramount. Hotel management
should prioritize educational initiatives that
inform and engage employees about the
environmental impact of their choices and
actions. This could involve regular training
programs, environmental workshops, or
partnerships with sustainability organizations.
3. Promotion of Sustainable Practices: Green
Star hotels must continue to promote
sustainability in their marketing and
operational efforts. This includes showcasing
their environmentally friendly practices and
offerings to attract sustainability-conscious
tourists. Communicating these initiatives
effectively can indirectly contribute to more
sustainable practices and ultimately benefit
Sustainable Tourism.
4. Government and Policy Support: Government
bodies play a crucial role in shaping the
direction of the hotel industry. Advocacy for
supportive policies and regulations that
encourage sustainability practices and
Environmental Awareness campaigns should
be considered. This can create a favorable
environment for hotels to adopt and promote
sustainable practices.
5. Collaboration and Certification: Green Star
hotels should consider seeking sustainability
certifications, such as LEED or Green Key, to
demonstrate their commitment to
environmental responsibility. Collaboration
with local environmental organizations and
participation in community sustainability
initiatives can also enhance their sustainability
efforts.
6. Regular Evaluation and Improvement:
Sustainability is an ongoing journey. Green
Star hotels should establish mechanisms for
continuous evaluation and improvement of
their environmental practices. Regular
assessments of their sustainability efforts and
impact on Sustainable Tourism can guide
strategic adjustments.
7. Research and Innovation: Encourage research
and innovation within the hotel industry to
explore new ways of integrating sustainability
into operations. Investigate the feasibility of
renewable energy sources, waste reduction
programs, and sustainable supply chains to
reduce the environmental footprint further.
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Volume 21, 2024
8. Guest Engagement: Engage guests in
sustainable practices during their stay. This
includes providing information on how they
can contribute to sustainability, such as
reusing towels or minimizing water and
energy consumption. Create a sense of shared
responsibility for the environment.
6.2 Limitations and Future Research
It is essential to acknowledge the limitations of this
study. The research was conducted within the
context of Egypt, and the findings may not be
directly applicable to other countries or regions.
Additionally, the study focused on specific aspects
of green star hotels and their influence on
Sustainable Tourism. Future research could explore
additional variables, such as cultural factors, to
provide a more comprehensive understanding of
sustainability in the hotel industry.
In conclusion, this study illuminates the intricate
relationships between the marketing awareness
orientation of green star hotels, the Environmental
Awareness of their employees, and the promotion of
Sustainable Tourism in Egypt. The findings
underscore the pivotal role of Environmental
Awareness as a mediator and highlight the
significance of sustainability practices in enhancing
the sustainability of the Egyptian hotel industry.
These insights can guide Green Star hotels in Egypt
and similar regions in their efforts to promote
sustainability and cater to the growing demand for
responsible tourism experiences.
Acknowledgement:
The Deanship of Scientific Research funded this
work at Jouf University through the Fast-track
Research Funding Program.
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Contribution of Individual Authors to the
Creation of a Scientific Article (Ghostwriting
Policy)
The author contributed in the present research, at all
stages from the formulation of the problem to the
final findings and solution.
Sources of Funding for Research Presented in a
Scientific Article or Scientific Article Itself
The Deanship of Scientific Research funded this
work at Jouf University through the Fast-track
Research Funding Program.
No funding was received for conducting this study.
Conflict of Interest
The authors have no conflicts of interest to declare.
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