AI Impact on Hospitality Employees’ Green Creativity: Mechanisms and Pathways to Biodiversity Conservation

ABSTRACT This study investigates the impact of AI adoption on employee green innovation in the hospitality industry in an emerging economy. In this study, in‐depth interviews were conducted by interviewing 15 managers in Vietnam while quantitative methods were used by collecting data from 453 employees in hotels to assess the impact of AI use on employee green innovation. The research findings show that AI not only has a direct and powerful impact on employee green innovation but also an indirect impact through proactive learning and the fear of being replaced, not through task adjustments or transformational leadership. The research also indicates that successful green innovation in practice requires coordinated intervention at both levels (leadership and employees) and promotes an agritourism model that connects hotels with stakeholders to achieve biodiversity conservation and green development goals.