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This study aimed to investigate the impact of leader STARA competence (LSC) – managing and implementing smart technologies, artificial intelligence, robotics and algorithms– on green competitiveness (GC) in the tourism and hospitality sectors. It also investigated the role of employee green creativity (EGC) as a mediator between LSC and GC and the mediating role of green human capital (GHC) in the relationship between EGC and GC.

The study utilized PLS-SEM to analyze 320 responses obtained from middle-level management at five-star hotels and travel agencies in Egypt, using WarpPLS statistical software 7.0.

Leader STARA competence positively affects employee green creativity and green competitiveness. Employee green creativity positively affects green competitiveness and green human capital. Green human capital positively affects green competitiveness. In addition, the study demonstrated significant mediation roles of green human capital in the employee green creativity and green competitiveness relationship and employee green creativity in the leader STARA competence and green competitiveness relationship.

The study offers several practical implications for tourism and hospitality enterprises. It underscores the significance of leader STARA’s competence in advancing green competitiveness.

The study provides new insights into how emerging concepts like leader STARA competence, green human capital and employee green creativity simultaneously predict green competitiveness within tourism and hospitality enterprises. It also contributes significantly to enriching the social exchange theory.

This paper analyses the role of green human resources management (GHRM) practices on the application of logistics social responsibility (LSR) practices and examines the moderating effect of big data analytics (BDA) utilisation levels within these relationships.

Based on quantitative research methodology using survey data from 404 managers in the logistics service providers (LSPs) industry in the Philippines, PLS-SEM technique was used to test hypotheses formulated in this research.

Empirical results achieved suggest that GHRM practices have a significant positive impact on LSR. Among all individual GHRM practices, green training and development did not have any influence on LSR. While the results also revealed that BDA assimilation acts as a moderator of the relationship between GHRM and LSR, no support was found for the moderation effect of BDA acceptance or adoption on this relationship.

The study fills a gap in the logistics literature by introducing dynamic capabilities theory to the nexus between GHRM and SLR for the first time, which reveals previously unknown answers on effects of GHRM practices on LSR. The study also introduces BDA assimilation as an important moderator that can strengthen positive impact of GHRM on LSR.