Assessing the impact of environmental orientation on green innovation performance in the era of digital transformation in tourism SMEs

Concerning rising tourism activities, small and medium-sized enterprises (SMEs) face a consistent challenge to keep pace with innovation and environmental development. In this flow, this research investigates the complex interactions between environmental orientation, green knowledge acquisition, digital transformation, and digital orientation, as well as how these interactions affect SMEs’ performance in green innovation within the manufacturing sector of the tourism sector. Partial Least Squares Structural Equation Modeling (PLS-SEM) is used in the study’s assessment of a dataset gathered via a two-round online survey. The results show a significant positive relationship between environmental orientation and green innovation performance, the acquisition of green knowledge, and digital transformation. Also, findings indicate that green knowledge acquisition and digital transformation mediated the connection between environmental orientation and green innovation performance. The results show the moderating impact of digital orientation on the relationship between acquiring green knowledge and digital transformation. The pragmatic ramifications indicate how SMEs can strategically combine digital and sustainability efforts, promoting an innovative and comprehensive strategy for improved operational and environmental performance.