The Impact of Creative Destruction on Sustainable Performance in Tourism Companies Category (A) and Five-Star Hotels: The Mediating Role of Entrepreneurial Orientation

Authors

1 Hotel Management Department - Faculty of Tourism and Hotels - University of Sadat City

2 Tourism Studies Department– Faculty of Tourism and Hotels – University of Sadat City

Abstract

Creative destruction is an effective input in increasing the capabilities of organizations in a rapidly changing and competitive work environment, by supporting the capabilities of those organizations to achieve proactivity and exploit opportunities, as well as improve and develop their performance effectively in the work environment. This study aimed to evaluate the impact of the adoption of tourism companies' category (A) and five-star hotels for the entrance of creative destruction on the entrepreneurial orientation and sustainable performance, as well as to assess whether creative destruction affects sustainable performance through the entrepreneurial orientation as an intermediate variable. The study relied on the survey form to collect data from the study sample, which was represented in workers at various administrative levels in tourism companies category (A) and five-star hotels in Sharm El Sheikh and Hurghada. The use of SPSS V.28 and AMOS V.26 was used to analyze 652 valid forms. The results of the study highlighted the positive impact of creative destruction on entrepreneurial orientation and sustainable performance in tourism companies' category (A) and five hotels. The results of the study also showed that the entrepreneurial orientation enhances the sustainable performance of tourism companies' category (A)and five hotels positively. Finally, the results of the study showed that the entrepreneurial orientation plays a partially mediating role in the relationship between creative destruction and sustainable performance in tourism companies' category (A) and the five hotels. The study recommended the need to maximize the environmental performance of tourism and hotel companies by adopting some green practices at work such as green human resources management, green operations and activities or green products and services to preserve the environment and reduce the negative effects of their activities and operations on the environment.

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