LAUSR

This paper presents the mediating model, which covers the relationship between organisational identification and employees’ behavioural outcomes in ecotourism businesses. Drawing on social identity theory, this study theorises that perceived organisational support and perceived external prestige mediate the relationship between organisational identification, service quality, and creative performance in ecotourism businesses. This study employed a survey-based methodology and a 32-item questionnaire with a sample of 270 business employees. Structural equation modelling and confirmatory factor analysis were used to test the proposed hypothesis. According to the findings, perceived organisational support and perceived external prestige mediate the relationship between organisational identification and employee outcomes. Furthermore, organisational identification positively impacts perceived organisational support, perceived organisational support positively impacts perceived external prestige, and perceived external prestige positively impacts creative performance and service quality, allowing employees to better identify with ecotourism businesses to improve performance. Identifying the importance of organisational identification and employee outcomes is critical for ecotourism businesses, from employee loyalty to the importance and relevance of perceived organisational support and perceived external prestige of employees to promote and better serve the ecotourism business.