["International Journal of Tourism Research, Volume 28, Issue 4, July/August 2026. ", "\nABSTRACT\nThis study develops a conditional indirect model to explain how financial performance (FP) is associated with corporate sustainability practices (CSPs). By integrating slack resources theory, the natural‐resource‐based view, and contingency theory, the study examines organizational learning (OL) and stakeholder integration (SI) as two mediating mechanisms and competitive intensity (CI) as a boundary condition. The proposed model was tested using survey data from 225 hotels near World Cultural Heritage Sites in China. The moderated mediation analysis reveals two main findings. First, FP is indirectly associated with CSPs through OL, but this indirect effect is significant only when CI is moderate and is not observed when CI is high or low. Second, the indirect effect of FP on CSPs through SI is conditional on CI and becomes significant only when CI is high.\n"]