Green tourism to green environment: unleashing green pro-tourism behavior for green tourism competitiveness in China

The aim of the study is to study the role of green pro-tourism behavior in developing green tourism competitiveness for green environment. Green tourism is on the rise in China, but locals are not getting on board with supporting it. This research recommends green human resource management (HRM) practices as a way to boost the competitiveness of green tourism and inspire citizens to adopt travel-friendly habits. Human resource management strategies that emphasize training, open lines of communication, and employee autonomy may help the tourism industry foster a culture of environmental stewardship that permeates the surrounding community. According to this study's findings, sustainable tourism can be advanced through the promotion of green HRM practices, which encourage locals to take a more positive stance toward visitors and the destination as a whole. The environmental advantages of green HRM should also be well-researched. Therefore, the purpose of this research is to investigate the connection between green HRM, P-EP, environmental consciousness, and servant leadership in the context of the tourism industry. This research used Smart PLS for its structural equation modeling, validity testing, and reliability analysis of data acquired from Chinese hotel workers. Green HRM was shown to have a good effect on proactive P-EP but a smaller effect on P-EP linked to tasks. In addition, the link between green HRM and task-related activities requires careful consideration of servant leadership as a moderating element.