Ψηφιακός μετασχηματισμός και καινοτομία σε μικρομεσαίες επιχειρήσεις: Ευρήματα από τις ξενοδοχειακές επιχειρήσεις: Eυρήματα από τις ξενοδοχειακές επιχειρήσεις στην Ελλάδα
Date Issued
January 26, 2024
Type
Διδακτορική Διατριβή
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. The 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 resources 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. The findings may be employed to guide the formulation of digital strategies by hospitality industry organizations. Additionally, the research aims to advance the understanding of the moderating effect of firm innovation index and organizational size on the relationship between ICTs adoption and the technological, organizational and environmental elements of the TOE theoretical framework in the hotel industry during the pandemic. The results indicated that firm innovation index has a moderating effect on this relationship. In addition, concerning the size of the hotel, small hotels with 11-50 employees are a moderator on the adoption of ICTs within the government regulatory of the COVID-19 outbreak.
The main objective of this research study is to examine digital technologies adoption in the hospitality sector as a basement for its digital transformation. Other sub-objectives of the research study include:
1. The in-depth investigation of the ICT adoption and implementation process in the hotels.
2. The presentation of the perspectives of the hypothesized conceptual model presented in
this study.
3. The empirical application of the conceptual framework for the evaluation of ICT adoption
in a sample of Greek hotels.
4. Elaboration of the findings and the establishment of the conceptual model.
5. Determining future research efforts in in the hospitality sector regarding the ICT adoption.
Subjects