مطالعات مدیریت گردشگری عصر هوشمند

مطالعات مدیریت گردشگری عصر هوشمند

مدیریت دانش؛ پل استراتژیک میان قابلیت‌های هوش مصنوعی و مزیت رقابتی پایدار در صنعت گردشگری در عصر تحول دیجیتال

نوع مقاله : مقاله پژوهشی

نویسندگان
1 استادیار، گروه علم اطلاعات و دانش‌شناسی، دانشکده ادبیات و علوم انسانی، دانشگاه خلیج فارس، بوشهر، ایران.
2 استادیار، گروه مدیریت بازرگانی، دانشکده کسب و کار و اقتصاد، دانشگاه خلیج فارس، بوشهر، ایران.
10.22072/tmsse.2026.2090486.1176
چکیده
صنعت گردشگری در عصر تحول دیجیتال با چالش‌ها و فرصت‌های بی‌سابقه‌ای روبروست. هوش مصنوعی به عنوان فناوری پیشران این تحول، می‌تواند نقش تعیین‌کننده‌ای در ایجاد مزیت رقابتی پایدار ایفا کند، اما آنچه فناوری را به مزیت رقابتی تبدیل می‌کند، توانایی سازمان در مدیریت و بهره‌برداری مؤثر از دانش نهفته در آن است. این پژوهش با هدف بررسی تأثیر هوش مصنوعی بر مزیت رقابتی پایدار با نقش میانجی مدیریت دانش در صنعت گردشگری انجام شده است. پژوهش حاضر از نظر هدف کاربردی و از لحاظ روش توصیفی-همبستگی است. جامعه آماری شامل ۱۱۹ نفر از مدیران، کارشناسان و کارکنان اداری ده هتل از هتل‌های شهر تبریز بود که ۱۱۵ پرسشنامه قابل تحلیل بازگردانده شد. داده‌ها با استفاده از پرسشنامه‌های استاندارد چن و همکاران (2022) برای هوش مصنوعی، لی و همکاران (2006) برای مزیت رقابتی پایدار و لاوسون (2003) برای مدیریت دانش جمع‌آوری و با نرم‌افزار SmartPLS تحلیل شدند. نتایج نشان داد که هوش مصنوعی تأثیر مثبت و معناداری بر مزیت رقابتی پایدار و مدیریت دانش دارد. همچنین، مدیریت دانش تأثیر مثبتی بر مزیت رقابتی پایدار داشته و در رابطه بین هوش مصنوعی و مزیت رقابتی پایدار نقش میانجی جزئی ایفا می‌کند. هوش مصنوعی به طور مستقیم و غیرمستقیم (از طریق مدیریت دانش) به ایجاد مزیت رقابتی پایدار در صنعت گردشگری کمک می‌کند. مدیریت دانش به عنوان پل استراتژیک میان فناوری و رقابت‌پذیری عمل می‌کند. سرمایه‌گذاری همزمان در زیرساخت‌های هوش مصنوعی و تقویت فرایندهای مدیریت دانش، زمینه‌ساز دستیابی به عملکرد برتر و مزیت رقابتی پایدار در بازار گردشگری است.
کلیدواژه‌ها
موضوعات

عنوان مقاله English

Knowledge Management; the Strategic Bridge between Artificial Intelligence Capabilities and Sustainable Competitive Advantage in the Tourism Industry in the Age of Digital Transformation

نویسندگان English

Seifallah Andayesh 1
heidar ahmadi 2
1 Assistant Professor, Department of Knowledge and Information Science, Faculty of Literature and Humanities, Persian Gulf University, Bushehr, Iran.
2 Assistant Professor, Department of Business Administration, Faculty of Business and Economics, Persian Gulf University, Bushehr, Iran.
چکیده English

The tourism industry faces unprecedented challenges and opportunities in the age of digital transformation. Artificial intelligence, as a driving technology of this transformation, can play a decisive role in creating sustainable competitive advantage. However, what turns technology into competitive advantage is the organization's ability to effectively manage and utilize the knowledge embedded within it. This study aims to investigate the impact of artificial intelligence on sustainable competitive advantage with the mediating role of knowledge management in the tourism industry. This research is applied in terms of purpose and descriptive-correlational in terms of method. The statistical population consisted of 119 managers, experts, and administrative staff from ten hotels in Tabriz, of which 115 usable questionnaires were returned. Data were collected using the standardized questionnaires developed by Chen et al. (2022) for artificial intelligence, Lee et al. (2006) for sustainable competitive advantage, and Lawson (2003) for knowledge management, and were analyzed using SmartPLS software. The results indicate that artificial intelligence has a positive effect on sustainable competitive advantage and knowledge management. In addition, knowledge management positively influences sustainable competitive advantage and partially mediates the relationship between artificial intelligence and sustainable competitive advantage. Artificial intelligence contributes to creating sustainable competitive advantage in the tourism industry both directly and indirectly (through knowledge management). Knowledge management acts as a strategic bridge between technology and competitiveness. Simultaneous investment in AI infrastructure and strengthening knowledge management processes lays the groundwork for achieving superior performance and sustainable competitive advantage in the tourism market.

کلیدواژه‌ها English

Artificial Intelligence
Knowledge Management
Sustainable Competitive Advantage
Tourism Industry
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