Determinants of Digital Transformation in the Hospitality Industry: Technological, Organizational, and Environmental Drivers

Maria Nikopoulou, Panos Kourouthanassis, Giota Chasapi, Adamantia Pateli and Naoum Mylonas ()
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Maria Nikopoulou: Department of Informatics, Ionian University, Tsirigoti Square 7, 49100 Corfu, Greece
Panos Kourouthanassis: Department of Informatics, Ionian University, Tsirigoti Square 7, 49100 Corfu, Greece
Giota Chasapi: Department of Informatics, Ionian University, Tsirigoti Square 7, 49100 Corfu, Greece
Adamantia Pateli: Department of Informatics, Ionian University, Tsirigoti Square 7, 49100 Corfu, Greece
Naoum Mylonas: Department of Tourism, Ionian University, P. Vraila Armeni 4, 49132 Corfu, Greece

Sustainability, 2023, vol. 15, issue 3, 1-20

Abstract: The current study aims to investigate the factors that affect a hotels’ decision to adopt digital technologies. Our theoretical grounding builds on the Technology–Organization–Environment (TOE) research framework. Our research model was validated through a survey of 502 hoteliers and managers using the Partial Least Squares–Structural Equation Modeling (PLS-SEM) statistical method. The results indicated that micro, small and medium-sized enterprise (MSME) hotels affected by the COVID-19 outbreak are more likely to adopt digital technologies. The intention to adopt digital technology is positively and significantly influenced by the digital maturity of organizations, financial resource availability and government regulations. The current study investigates rather less explored factors, such as the organizational digital maturity, which consists of a multi-dimensional latent variable. Our findings may be employed to guide the formulation of digital strategies by hospitality industry organizations.

Keywords: digital technologies; TOE framework; hospitality; digital maturity; COVID-19; digital transformation (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2023
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (3)

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