Transforming Hospitality: How Knowledge Management Drives Sustainability and Collaborative Consumption

As environmental concerns escalate and consumer preferences shift toward more sustainable and experiential offerings, the hospitality sector is at a critical juncture. This article examines the role of knowledge management (KM) in enabling collaborative consumption (CC) within the hospitality industry, aiming to identify pathways toward sustainability. Through qualitative research conducted in the Marrakech-Safi region, including semi-structured interviews, document analysis, and observational studies, the study explores the interaction between KM and CC. The findings demonstrate that KM is instrumental in fostering CC, enhancing guest experiences, improving operational efficiency, and supporting environmental sustainability. The study highlights the importance of local knowledge sharing, the integration of technological platforms, and ongoing staff training. Despite challenges such as maintaining service quality and aligning stakeholder interests, the research reveals KM's potential to drive sustainable business models in hospitality. These insights provide practical recommendations for hospitality managers and policymakers aiming to foster sustainability through KM and CC practices