بررسی تاثیر مدیریت دانش کارکنان واحدهای گردشگری در کیفیت خدمات با نقش میانجیگری قابلیت‌های پویا (مطالعۀ موردی: آژانس‌های مسافرتی شهر شیراز)

گردشگری یکی از پویاترین فعالیت‌های اقتصادی عصر حاضر است که نقش مهمی در توسعۀ پایدار ایفا می‌کند. این صنعت با به‌کارگیری هم‌زمان منابع داخلی و خارجی، منافع اقتصادی و فرهنگی زیادی را به دنبال دارد. اهمیت این صنعت در توسعۀ اقتصادی و فرهنگی باعث شده بسیاری از مدیران منطقه‌ای و ملی برای گسترش آن برنامه‌ریزی کرده و به این صنعت از ابعاد مختلف توجه کنند. در بسیاری از شهرهای کشور ایران، با وجود قابلیت‌های گردشگری وسیع، این صنعت توسعۀ چشمگیری نداشته است و شهر شیراز یکی از این نمونه‌هاست؛ ازاین‌رو مطالعۀ حاضر به بررسی این موضوع از جنبۀ کیفیت خدمات گردشگری می‌پردازد. ازآنجاکه مفهوم مدیریت دانش برای دسترس‌پذیری سرمایه‌های نامشهود و تسهیم دانش در سازمان‌ها صورت می‌گیرد، بررسی تاثیر مدیریت دانش کارکنان واحدهای گردشگری در کیفیت خدمات گردشگری با میانجیگری قابلیت پویا هدف پژوهش حاضر است. جامعۀ آماری پژوهش را کارکنان آژانس‌های مسافرتی شهر شیراز تشکیل می‌دهند که 119 نفر از آن‌ها با فرمول کوکران به‌عنوان نمونۀ آماری انتخاب شدند. مدل مفهومی در قالب چهار فرضیه، بررسی رابطۀ میان مدیریت دانش با قابلیت پویا، رابطۀ معنی‌دار میان قابلیت پویا و کیفیت خدمات گردشگری، رابطۀ میان مدیریت دانش و کیفیت خدمات گردشگری و درنهایت رابطۀ معنا‌دار میان مدیریت دانش و کیفیت خدمات گردشگری با نقش میانجی قابلیت پویا در نظر گرفته شده است. یافته‌های این تحقیق با استفاده از مدل‌سازی معادلات ساختاری حاکی از وجود رابطۀ معنا‌دار میان مدیریت دانش و قابلیت پویا و نبود رابطه میان قابلیت پویا و کیفیت خدمات گردشگری است.

investigating the effect of knowledge management of employees of tourism units on service quality with the mediating role of dynamic capabilities (case study: travel agencies in shiraz)

tourism is one of the most dynamic economic activities, which plays an essential role in sustainable development. consequently, the significance of this industry in economic and cultural development has prompted the majority of regional. despite the significant potential of many cities, such as shiraz, tourism industries have remained underdeveloped. this study delves into the role of tourism service quality, specifically exploring the impact of knowledge management on service quality mediated by dynamic capabilities. since the concept of knowledge management is used to accept and embrace intangible capital and sharing knowledge in organizations, this research aims to investigate the effect of knowledge management among tourism units’ employees on the quality of tourism services through the utilization of dynamic capabilities. the statistical population of the research included the employees of travel agencies in shiraz, 119 of whom were selected as a statistical sample using cochran’s formula. a conceptual model, in the form of four hypotheses, examines the relationship exists between dynamic capability and knowledge management, the relationship between dynamic capability and the quality of tourism services, the relationship between knowledge management and the quality of tourism services, and consequently, the significant relationship between knowledge management and the quality of tourism services are all taken into account with dynamic capability plays a mediating role. the findings of this research using structural equation modelling, indicate the presence of a significant relation between knowledge management and dynamic capability and the absence of a relationship between dynamic capability and the quality of tourism services. keywords: dynamic capability, knowledge management, service quality,  tourism industry,  travel agencies 1. introductionin recent decades, organizations and companies have increasingly focused on knowledge, leading to concepts such as knowledge-based work, knowledge management, and knowledge organizations. this trend highlights the growing importance of knowledge in creating significant power from minimal resources (de bem machado et al., 2022). the rapidly changing world necessitates organizations to adopt new concepts like knowledge management to survive. knowledge management assists organizations in finding, selecting, organizing, and disseminating important information. research indicates that traditional organizations primarily focus on managing physical resources and base their competitive advantages on that focus (fauzi, 2022). however, the knowledge era has rendered many traditional approaches ineffective, while new orientations rely on intangible resources such as knowledge. many organizations implement knowledge management programs without understanding the key influencing factors, often leading to failure (liu et al., 2022). conversely, organizations that have pioneered knowledge management regard it as a powerful tool for gaining market advantage and improving performance. consequently, many businesses are exploring how knowledge management can help them achieve a more integrated and coordinated approach. since the tourism industry is one of the most prosperous branches of economic growth and business globally, especially in developing countries, knowledge management can be considered a helpful tool for this service industry. the specific sensitivities of this industry have led managers to focus on this crucial aspect over the past decade (martins et al., 2019). considering the high potential of tourism in many cities, examining the factors influencing the quality of tourism agencies has become essential. the research reveals numerous factors affecting service quality, such as innovation in service delivery, responsiveness, reliability, and customer relationship management. one factor that has received less attention is employee knowledge management. thus, this study focuses on the impact of employee knowledge management in tourism units on the quality of tourism services offered by travel agencies. specifically, it seeks to answer whether employee knowledge management in tourism units affects the quality of tourism services in travel agencies, with the role of dynamic capabilities in mediating. the travel agencies in shiraz, a prominent destination for national and international tourists, are considered as a case study. this research aims to identify critical components to provide strategies for successfully implementing knowledge management in travel agencies. the main objective is to elucidate the relation between dynamic capabilities and knowledge management with the quality of tourism services in travel agencies. other objectives of this research include:defining the relation between dynamic capabilities and knowledge management in travel agencies.defining the relation between the quality of tourism services and dynamic capabilities in travel agencies.defining the relation between the quality of tourism services and knowledge management in travel agencies.defining the relation between the quality of tourism services and knowledge management in travel agencies dynamic capabilities play a role in mediating. 2. literature reviewin this section, to present the originality and novelty of the current study, the literature review in the field of tourism is summarized as follows.rezai et al. (2023) analysed tourism development in shiraz with a resilience approach using the meta-swot model, assessing internal and external tourism resources and providing strategies to achieve tourism development with resilience. shirmohammadi and shirzadi (2022), examined the effect of tourist satisfaction on brand loyalty to a destination, with tourist satisfaction in the post-covid-19 world (east asian tourists) as a mediating variable. the study included twelve hypotheses, all except two were confirmed using structural equation modeling. kiu (2006) examined previous research and conceptual framework for a research agenda in knowledge management in tourism. rouhan (2008), in an article entitled &advancement of the sustainability debate: a knowledge management approach to sustainable tourism planning,& investigated the transfer of academic knowledge on sustainability to the public tourism sector’s performance, indicating that knowledge has not been effectively disseminated at the destination level. shaw and williams (2009), examined current research on knowledge management and transfer in tourism organizations, exploring fundamental mechanisms and channels of knowledge transfer and concepts such as co-management, communities of practice, learning regions, and labor mobility. sigala and chalkiti (2014), in a research paper entitled &examining the use of web 2.0 for knowledge management in the greek tourism industry: a utilization-importance analysis,& examined the role of information technology in supporting knowledge management processes. their demonstration showed how the use of web 2.0 in different ways reflects different levels of knowledge management practices that are supported by technology. they also collected empirical data from tourism professionals to analyze the type and level of use of web 2.0 utilization for knowledge management in the greek tourism industry.by integrating these studies, this research aims to fill the gap in understanding the impact of employee knowledge management on tourism service quality, particularly dynamic capabilities play a crucial role in mediating.