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The goal of this research is to investigate the role of green leadership in promoting sustainable tourism practices and ensuring customer satisfaction in tourism industry. Specifically, the purpose of this study is to evaluate the impact of eco-innovation strategies on customer satisfaction through green innovation practice and assess the effect of green leadership on such strategies in Dubai. This study uses a multi-level analysis to examine the relationships among green leadership, eco-innovation, and customer satisfaction. Data were collected from 243 guests in hotels and 88 managers/employees from 66 hotels in Dubai using a structured questionnaire. Structural equation modeling was used to analyze the data. The results suggest that green leadership positively influences customer satisfaction through green innovation practice. Customers who share an organization’s commitment to environmental sustainability are more satisfied. Eco-innovation strategies have a positive impact on customer satisfaction. The results also highlight the importance of specific governance mechanisms for green leadership in promoting eco-innovation and customer satisfaction in the tourism industry. This study provides practical implications for hotel managers to promote sustainable tourism practices and improve customer satisfaction using green innovations. The results suggest that green leadership plays a crucial role in ensuring that eco-innovation strategies are effectively implemented and positively impact customer satisfaction. Therefore, hotel managers need to develop and implement green leadership strategies that foster eco-innovation and enhance customer satisfaction. This study contributes to the literature on green leadership, eco-innovation, and customer satisfaction in the context of Dubai’s tourism industry. It provides insights into the specific governance mechanisms through which green leadership can positively influence eco-innovation and customer satisfaction. This study also highlights the importance of eco-innovation strategies in promoting sustainable tourism practices and improving customer satisfaction.
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