This research explores the impact of employee green behavior on green transformational leadership (GTL) and green human resource management (GHRM), and their subsequent effects on sustainable performance within organizations. Utilizing a sample of 482 environmental quality promotion departments across Thailand, the study employs stratified random sampling to ensure representative data collection. Analysis was conducted using SPSS software, applying Ordinary Least Squares (OLS) regression to test the hypothesized relationships between the variables. The findings reveal a positive and significant influence of employee green behavior on both GTL and GHRM. Additionally, both GTL and GHRM are found to positively correlate with sustainable performance, indicating that enhanced leadership and management practices in the environmental domain can lead to better sustainability outcomes. This research utilizes the Ability-Motivation-Opportunity (AMO) theory as its theoretical framework, illustrating how organizations can leverage strategic HRM practices to promote environmental consciousness and action among employees, thereby enhancing their long-term sustainability success. Implications of this study underscore the importance of integrating green practices into leadership and HRM strategies, advocating for targeted training programs and energy conservation measures to boost environmental awareness and performance in the workplace. This contributes to the literature on sustainable performance by providing empirical evidence of the pathways through which green HRM and transformational leadership foster a sustainable organizational environment.

The study investigates the impact of artificial intelligence (AI)-powered chatbots on brand dynamics within the banking sector, focusing on the interrelationships between AI implementation and key brand dimensions, including awareness, equity, image, and loyalty. Using structural equation modeling (SEM) analysis on data collected from 520 banking customers, the study tests eight hypotheses to explore the direct and indirect effects of AI-driven interactions on brand development. The findings reveal that AI chatbots significantly enhance brand awareness in banking services, demonstrating moderate positive effects on both brand equity and brand image. Notably, while brand awareness exerts a strong influence on brand image, it does not have a significant direct effect on brand loyalty. Instead, the study shows that brand loyalty is primarily developed through the mediating effects of brand equity and image, with brand image exerting a particularly strong influence on brand equity. For banking practitioners, these insights suggest a need to integrate AI chatbots within a comprehensive brand strategy that merges technological innovation with traditional relationship-building approaches. Limitations of the study and potential directions for future research are also discussed, providing avenues for further exploration of AI’s role in brand management.

In the domain of public management, the concept of agency refers to the capacity of individuals or groups to effectively utilise power and resources to achieve certain goals. The formation of agency is significantly influenced by the external institutional environment and how actors perceive social structures. Thus, the agency to win a game can be generated as players familiarise with the game’s operations and understand the story line. But beyond this, there are also players who make mods on a non-profit basis, modifying the game’s program to meet the needs of others. mods, as a form of patching, are different from other fan-created mediated texts. Therefore, studying the agency in gaming community management, where both players and developers interact, offers valuable insights for understanding how to promote public participation, innovation, and effective governance in the context of public management. This approach bridges the gap between the digital world and real-world public management practices.

This study investigates the changing nature of the psychological contract in the digital era, particularly how fluid work arrangements alter traditional employment dynamics. Utilizing a conceptual approach informed by a narrative review, this study examines the historical development of the psychological contract through foundational studies, while also integrating recent research that highlights the transformative influence of digital platforms in fluid work environments. The key contribution of this study is the innovative model it proposes, which captures the complexities of the psychological contract in modern digital and fluid work settings. This model provides a comprehensive theoretical framework to understand evolving employer-employee relationships and practical insights for organizations navigating these changes. It represents a significant advancement in both theory and practical application, connecting traditional employment principles with the dynamism of digital-era work.

The activities and characteristics of heritage, cultural, and creative tourism are notably distinct despite the fact that they are frequently confused and misunderstood. Moreover, these types of tourism have been significantly affected by the COVID-19 pandemic. This review article aims to explore the characteristics of three types of tourism, both pre- and post-pandemic, and seeks to propose sustainable solutions with new opportunities for the tourism industry. The article adopts a PRISMA flow diagram and VOSviewer to perform a systematic literature review, ultimately selecting 179 articles from the Scopus, ScienceDirect, and Google Scholar databases and grouping them into five clusters: 1) heritage, cultural, and creative tourism; 2) co-creation; 3) creative city; 4) sustainability; and 5) technology and innovation. Consequently, this review article proposes a final framework presenting five related clusters suggesting sustainable solutions for creative tourism. It may aid the tourism industries in their transition to creative tourism, which is more sustainable and broadly focused while ensuring safety and enhancing income for local communities in the post-pandemic period.

This research presents an innovative perspective on vocational education by merging the Instructional System Design (ISD) model with Innovation in Thailand Vocational Education and Training (InnoTVET) principles. Targeted at nursing students, the course aims to cultivate entrepreneurial skills while connecting vocational training with healthcare policy development. It aligns with global movements in Education for Sustainable Development (ESD), addressing the increasing demand for nurse entrepreneurs who can devise creative healthcare solutions within established policy frameworks. By employing mastery learning techniques alongside design thinking, the course effectively bridges theoretical concepts with practical applications. The mixed-methods study underlines relevant contribution in students’ entrepreneurial mindsets. Results from t-tests reveal the students’ ability to identify opportunities, engage in innovative thinking, and work within policy frameworks. Findings are supported by qualitative data, which demonstrate enhanced confidence, improved problem-solving capacities, and a deeper understanding of healthcare market dynamics. Although expert evaluation of student projects is scheduled for future iterations, the initial outcomes reinforce the course’s success. The course is structured into seven modules spanning 45 hours, featuring active learning components, five business-oriented assignments, and a final innovation project that integrates the curriculum’s core elements. This design ensures students develop both practical expertise and interdisciplinary insights critical to healthcare innovation. The integration of InnoTVET and ISD principles in nursing education sets a precedent for vocational education reform. This example of a successful nursepreneurship initiative provides a scalable model for enhancing vocational programs in diverse fields, fostering innovation and sustainability.