Green HRM, AI Adoption, and Organizational Agility: A Strategic Approach to Enhancing Sustainability Performance of Tourism and Hospitality Firms

This research examines the role of artificial intelligence (AI) in green human resource management (HRM) tasks and its potential to enhance sustainability performance within the tourism and hospitality sector. Utilizing the Task-Technology Fit (TTF) framework, the study investigates how AI adoption for Green HRM tasks can influence the future of sustainable tourism management. A two-wave survey was conducted with 321 HR professionals working in tourism and hospitality firms in Pakistan, and structural equation modeling was employed to test the hypotheses derived from TTF theory. The results suggest that the alignment of AI tools with Green HRM tasks positively impacts employee perception about TTF. Furthermore, organizational agility acts as a mediator in improving sustainability performance through TTF, while employee growth mindset strengthens the effect by enhancing the efficiency of AI usage. This underscores the importance of both human and technological factors in shaping the future of sustainable tourism. From a practical standpoint, the findings advocate that tourism and hospitality managers should foster an employee growth mindset for enhancing organizational agility in addition to adopting AI technologies, to maximize sustainability outcomes and secure a competitive advantage. The novelty of this research lies in its application of the TTF framework to AI-enhanced Green HRM to foster sustainable practices in an emerging tourism economy. This study contributes to advancing the understanding of future HRM trends, which are critical for driving sustainable tourism through the integration of technology, society, and sustainable development principles.