The Role of Organizational Semiotics in the Development of Green Intellectual Capital in Tourism Organizations

This research aims to explore the relationship between organizational semiotics (behavioral norms, cognitive norms, conceptual norms, and evaluative norms) and the development of green intellectual capital (green human capital, green structural capital, and green relational capital) in tourism organizations, focusing on how this methodology can be used to enhance environmental innovation, improve operational processes, and raise employee awareness about the importance of environmental conservation. The study also discusses the key challenges faced by tourism organizations in achieving this goal and provides practical recommendations for effectively applying organizational semiotics to achieve sustainable development.

A descriptive-analytical approach was used to describe and analyze the primary data collected through a questionnaire designed to gather the necessary data to achieve the research objectives. The questionnaire was distributed to employees in tourism organizations in the Greater Cairo area (five-star hotels, A-class tourism companies, airlines, Cairo International Airport, the Egyptian Museum, and restaurants). Mediation analysis was conducted using the Bootstrapping method (Hayes & Preacher, 2008) and the Process method (Hayes, 2013). The questionnaires were distributed electronically via social media platforms and WhatsApp groups.

The study found a strong positive and significant correlation between organizational semiotics and green intellectual capital. An increase in any component of organizational semiotics leads to a corresponding increase in the elements of green intellectual capital. Adopting the activities, standards, and processes of organizational semiotics enhances the development of green intellectual capital.

The study recommends the need to adopt policies and practical mechanisms for implementing organizational semiotics within tourism organizations,