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<p>This study investigates how digital and AI capabilities influence green service innovation in tourism organizations, with a particular focus on the mediating role of technological readiness and the moderating effect of process flexibility. Drawing on Dynamic Capability Theory (DCT) and Systems Theory, the research explores the interplay between these factors within a dynamic tourism environment, characterized by increasing digital transformation and sustainability pressures. Based on the data collected from Chinese tourism firms and analyzed through SPSS 23 and AMOS 24, this study finds that both digital capability and AI capability are positively associated with technological readiness, which, in turn, drives green service innovation. However, the relationship between technological readiness and green service innovation follows a curvilinear pattern, suggesting that excessively high levels of readiness can hinder innovation. Further, technological readiness mediates the relationship between both digital and AI capabilities and green service innovation, while process flexibility moderates the curvilinear relationship between technological readiness and innovation outcomes. These findings provide actionable insights for tourism managers, emphasizing the importance of balancing technological preparedness with flexibility to foster sustainable innovation. The study also highlights the role of systems thinking in understanding the organizational dynamics that shape digital and green transformations.</p>

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Is more always better? Technological readiness, process flexibility, and green innovation in tourism

  • 期刊论文

  • 发表日期：

    2026年7月11日

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  • Xiaochao Zhao,
  • Huang Honglei,
  • Mohsin Ali Soomro,
  • Muzammil Najaf

摘要

This study investigates how digital and AI capabilities influence green service innovation in tourism organizations, with a particular focus on the mediating role of technological readiness and the moderating effect of process flexibility. Drawing on Dynamic Capability Theory (DCT) and Systems Theory, the research explores the interplay between these factors within a dynamic tourism environment, characterized by increasing digital transformation and sustainability pressures. Based on the data collected from Chinese tourism firms and analyzed through SPSS 23 and AMOS 24, this study finds that both digital capability and AI capability are positively associated with technological readiness, which, in turn, drives green service innovation. However, the relationship between technological readiness and green service innovation follows a curvilinear pattern, suggesting that excessively high levels of readiness can hinder innovation. Further, technological readiness mediates the relationship between both digital and AI capabilities and green service innovation, while process flexibility moderates the curvilinear relationship between technological readiness and innovation outcomes. These findings provide actionable insights for tourism managers, emphasizing the importance of balancing technological preparedness with flexibility to foster sustainable innovation. The study also highlights the role of systems thinking in understanding the organizational dynamics that shape digital and green transformations.