Exploring the relationship between proactive personality, work environment and employee creativity among tourism and hospitality employees

This study explores the effect of proactive personality on creativity and intrinsic motivation enhancement within the tourism and hospitality industry. Using a questionnaire survey, this study generated 283 valid questionnaires. Background variables and moderating effects were analyzed, and causal path relationships were confirmed with structural equation modeling. Proactive personality fosters a positive moderating effect of creativity-supporting physical work environments on intrinsic motivation. In the hospitality and tourism industry, creativity can be practically fostered by recruiting passionate talents, supporting new ideas, and providing creativity-supporting physical environments.