Transformative Synergy: Optimizing Entrepreneurial Performance Through Human Capital and Knowledge Management in the Digital Transformation Era

Abstract

Aim. The aim of this research is to assess how digital transformation, human capital, and knowledge management synergistically influence entrepreneurial performance in Marrakech-Safi's luxury hotel sector. The focus is on understanding their combined effects on optimizing operations and enhancing service excellence in the context of rapid industry evolution.

Methods. The study utilizes a qualitative methodology, including semi-structured interviews, case studies, and participant observation to explore the dynamics of digital transformation’s impact. These methods aim to capture in-depth insights into how digital technologies, human capital development, and effective knowledge management practices contribute to operational efficiency and competitive advantage.

Results. The findings highlight those digital technologies significantly enhance guest experiences and operational efficiency. The strategic development of human capital and robust knowledge management practices are crucial in leveraging organizational knowledge for a competitive edge. Challenges such as resistance to change and the necessity for ongoing training are identified, with luxury hotels demonstrating adaptability and resilience in overcoming these barriers.

Conclusions. The research underscores the transformative potential of integrating digital technologies with human capital and knowledge management in the luxury hotel sector. Despite some obstacles, the synergy among these elements promotes significant improvements in entrepreneurial performance and supports long-term growth and resilience in the hospitality industry. This study contributes valuable perspectives on the interplay between technology, people, and organizational processes, enriching the discourse on digital transformation in hospitality.