Strategic Integration of Green Skills in Business: Insights into Green Human Resource Management in the Greek Tourism Sector

Michalis Skordoulis (), Christos Fois, Anastasios Sepetis and Angelos Stavros Stavropoulos
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Michalis Skordoulis: University of West Attica
Christos Fois: University of West Attica, Egaleo Park Campus
Anastasios Sepetis: University of West Attica
Angelos Stavros Stavropoulos: University of West Attica, Egaleo Park Campus

A chapter in Strategic Innovative Marketing and Tourism, 2026, pp 717-724 from Springer

Abstract: Abstract In the face of escalating environmental challenges and shifting consumer expectations, integrating green skills into business strategies is vital, especially in tourism, where sustainability underpins competitiveness and long-term success. This study examines the role of Green Human Resource Management (GHRM) in promoting environmentally responsible practices among tourism enterprises in Greece. Using quantitative data from a convenience sample of 100 professionals, including managers and employees, across various tourism businesses, the research explores key GHRM components: green recruitment, training, performance management, rewards, and employee participation in environmental initiatives. Data were gathered via a structured questionnaire distributed through professional networks and tourism associations. Notable differences emerged between SMEs and larger firms, particularly in training efforts and reward systems. Demographic factors such as age, gender, and job position influence green behaviors and engagement levels. Findings reveal a growing emphasis on environmental awareness in recruitment and increased investment in green education and performance management. Many respondents reported active involvement in eco-friendly practices and expressed a strong emotional commitment to environmental objectives. The study concludes with implications for tourism managers and policymakers, offering insights applicable to similar tourism contexts beyond Greece.

Keywords: Green human resource management; Sustainability; Tourism (search for similar items in EconPapers)
Date: 2026
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-032-12968-0_78

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DOI: 10.1007/978-3-032-12968-0_78

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