Value-Driven Sustainability: Unpacking the Behavioral Pathway Linking Self-Transcendence to Sustainable Performance in the Tourism and Hospitality Sector

Abstract

Sustainable performance has become a strategic priority in the tourism and hospitality industry, particularly in emerging economies where environmental challenges and resource constraints are increasingly pressing. While prior research has emphasized structural and technological determinants of sustainability, limited attention has been given to the role of employee value orientations and behavioral mechanisms. This study examined the relationship between self-transcendence and sustainable performance, with pro-environmental behavior serving as a mediating mechanism, in the context of Pakistan’s tourism and hospitality sector. Using a quantitative cross-sectional design, data were collected from 300 employees working in hotels, resorts, and tourism-related organizations. Structural equation modeling was employed to test the hypothesized relationships. The findings revealed that self-transcendence significantly and positively influenced sustainable performance. Moreover, self-transcendence was found to enhance pro-environmental behavior, which in turn significantly improved sustainable performance. Mediation analysis confirmed that pro-environmental behavior partially mediated the relationship between self-transcendence and sustainable performance. These results support the value–behavior–outcome framework, suggesting that personal values translate into organizational sustainability outcomes through behavioral engagement. The study contributes to sustainability and organizational behavior literature by highlighting the psychological and behavioral drivers of sustainable performance in a developing country context. Practically, the findings underscore the importance of fostering value-based management and encouraging environmentally responsible behaviors to strengthen sustainability outcomes in the tourism and hospitality industry.

Self-Transcendence; Pro-Environmental Behavior; Sustainable Performance; Tourism and Hospitality; Sustainability; Structural Equation Modeling