Document Type

Journal Article

Publication Title

Journal of Hospitality Marketing & Management


Taylor & Francis


School of Business and Law




This is an Accepted Manuscript of an article published by Taylor & Francis in JOURNAL OF HOSPITALITY MARKETING & MANAGEMENT on 28/06/2023, available online:

Momayez, A., Rasouli, N., Alimohammadirokni, M., & Rasoolimanesh, S. M. (2023). Green entrepreneurship orientation, green innovation and hotel performance: The moderating role of managerial environmental concern. Journal of Hospitality Marketing & Management. Advance online publication.


This study investigates whether hotels’ environmental and organizational performance is improved through green entrepreneurship, innovation, and managerial environmental concern. Through an online survey questionnaire, 271 responses were collected from hotel employees. The collected data were analyzed using PLS-SEM. The results suggest that green entrepreneurship orientation (GEO) has a direct and significant impact on environmental performance (EP) and organizational performance (OP). In addition, green innovation (GI) mediated the relationship between GEO, EP, and OP. Furthermore, when green innovation is used, managerial environmental concern (MEC) leads to higher environmental performance. However, its impact on GI and OP relationship was not significant. The present study offers important implications for hotels and service industries as it demonstrates the significance and role of green entrepreneurship, green innovation, and managerial environmental concern in improving performance in the hotel industry.



Available for download on Friday, June 28, 2024