Fazila Abdul RehmanSP17-RMS-006Dr. Imran ShafiqueLHR TP 54612026-01-302018https://repository.cuilahore.edu.pk/handle/123456789/821Service industry is growing fast by the time and it is important to incorporate service innovative behaviors (SIB) for survival and growth through incorporating ethical leadership (EL) within firms. Travel and tourism (being the largest service provider industry) is on the rise in Pakistan and contributes a larger part to the economy. The share of travel and tourism to GDP was 5.9% in 2018, and to rise by 5.8% pa, from 2018-2028, to PKR 1,727.7bn (USD 16,391.9mn), 3.0% of total GDP in 2028. The focus of this study is to analyze the role of ethical leadership in tourism sector of Pakistan. This study has three main objective: Firstly, analyze the relationship of ethical leadership and its effect on service innovative behavior. Secondly investigate role of OCB effecting the relationship of EL and SIB and finally, explore role of gender effecting association of EL and OCB. this study incorporate scholarly work on ethical leadership, service innovative behavior, organizational citizenship behavior and gender roles in one framework. By utilizing survey questionnaire, given framework then empirically tested through PROCESS MACRO. The results shows that EL has positive relationship with innovative behavior. OCB mediates the relationship of EL and service innovative behavior. however, gender moderate the association between ethical leadership and OCB which shows that ocb of female employees are less encouraged by EL than male employees. In terms of methodological implications this study perform moderated mediation by applying process macro. Hence, when leaders exhibit moral conduct in organizations, male employee’s service related innovative behavior is enhanced by showing OCB in the organizations.enDr. Imran Shafiquesp17Management SciencesDepartment of Management Sciencesservice innovative behaviors (SIBethical leadership (EL)Thesis