The Impact of Digital Transformation on Business Performance: Evidence from Small and Medium-Sized Hotels in Thailand
DOI:
https://doi.org/10.33152/jmphss-10.5.6Keywords:
Digital transformation, Digital infrastructure, Digital disruption, Business performance, Small and medium-sized hotelsAbstract
This study examines the effects of digital disruption and digital infrastructure on digital transformation and business performance among small and medium-sized hotels in Thailand. Drawing on the Technology-Organization-Environment framework, Resource-Based View, and Dynamic Capabilities Theory, the study develops a model linking digital disruption and digital infrastructure to digital transformation and, subsequently, business performance. A quantitative research design was employed using a structured questionnaire administered to hotel owners, general managers, and senior executives. Data from 400 valid responses were analyzed using Confirmatory Factor Analysis and Structural Equation Modeling. The findings indicate that both digital disruption and digital infrastructure have positive and statistically significant effects on digital transformation, with digital infrastructure demonstrating the stronger effect. Digital transformation also has a positive and significant effect on business performance. The structural model explains 31.1% of the variance in digital transformation and 28.9% of the variance in business performance. The findings highlight the importance of digital infrastructure and organizational capabilities in enabling digital transformation and improving performance among SME hotels in Thailand. The study contributes empirical evidence from the Thai hospitality context and provides a basis for understanding how technology-related conditions can support digital transformation and organizational performance in an increasingly competitive tourism environment.
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