...Nickolas Augusto Zimmermann; Carlos Marcelo Ardigó; Jessica Vieira de Souza Purpose Travel agencies play a fundamental role in the tourism sector, navigating intense competition while offering a diverse range of products. Effectively managing service quality from the customer’s perspective...

...). Research limitations/implications Further research should explore the relationship between other leadership styles and innovation. Additionally, investigates the relationship between organizational culture factors and innovation. This study targeted category “A” travel agencies. Therefore, to generalize...