How Does Digital Transformation Moderate Green Culture, Job Satisfaction, and Competitive Advantage in Sustainable Hotels?

Gul Coskun Degirmen, Derya Ozilhan Ozbey (), Emine Sardagı (), Ilknur Cevik Tekin, Durmus Koc, Pınar Erdogan, Feden Koc and Emel Arık
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Gul Coskun Degirmen: Department of Tourism Management, Serik Faculty of Business, Akdeniz University, Antalya 07500, Türkiye
Derya Ozilhan Ozbey: Department of Tourism Management, Serik Faculty of Business, Akdeniz University, Antalya 07500, Türkiye
Emine Sardagı: Department of Public Relations and Advertising, Faculty of Communication, Uşak University, Uşak 64000, Türkiye
Ilknur Cevik Tekin: Department of Management Information Systems, Beyşehir Ali Akkanat Faculty of Management, Selcuk University, Konya 42700, Türkiye
Durmus Koc: Department of Computer Technologies, Uluborlu Vocational School of Selehattin Karasoy, Isparta University of Applied Sciences, Isparta 32650, Türkiye
Pınar Erdogan: Department of Banking and Insurance, School of Applied Sciences, Karamanoğlu Mehmetbey University, Karaman 70100, Türkiye
Feden Koc: Department of Logistics, Karahallı Vocational School, Uşak University, Uşak 64000, Türkiye
Emel Arık: Department of Journalism, Faculty of Communication, Akdeniz University, Antalya 07500, Türkiye

Sustainability, 2024, vol. 16, issue 18, 1-28

Abstract: Target groups within an organization adopt its culture, reflecting it in all internal and external business processes. Adopting a green organizational culture in hotels with sustainability certificates plays an important role in reshaping business processes by developing sustainability awareness among employees. Digital transformation, which facilitates corporate culture and business processes, plays a role in employee job satisfaction while also supporting environmental, social, and economic sustainability. This research aims to determine the relationship between green organizational culture, job satisfaction, and competitive advantage variables and to examine the moderating role of digital transformation on these relationships. The data-collecting techniques of choice were surveys and semi-structured interviews. While Amos software (Version 24) was used to test the hypothetical model in the analysis of survey data, a Hayes Process macro was used to determine the moderating effect. The interview forms’ data was analyzed using a bag-of-words model. According to the research results, there is a positive relationship between the participation, consistency, and adaptability sub-dimensions of green organizational culture and job satisfaction, while there is no significant relationship between the mission sub-dimension and job satisfaction. Furthermore, the study reveals the moderating role of digital transformation in the effect of job satisfaction on competitive advantage.

Keywords: green culture; job satisfaction; digital transformation; competitive advantage; tourism (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2024
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