دور التحول الرقمي في تحسين أداء شركات السياحة المصرية : بالتطبيق علي شركات السياحة المصرية فئة أ

Abstract EN

The technological development in the current era and the rapid growth in digital technologies have led to a radical change in the practice of administrative work within tourism companies.

The study aims to study the dimensions of digital transformation (technological environment - electronic management - electronic human resource management - electronic organizational communication) and its role in improving the performance of the Egyptian tourism companies.

Data was collected from (397) travel agents operating in Cairo Government by distributing a questionnaire to the employees in travel agent's category (A).

Data were analyzed, and hypotheses were tested through SPSSV.20.

The study concluded that there is a statistically significant relationship between the dimensions of digital transformation and the improvement of the performance of Egyptian tourism companies, and that the dimensions of digital transformation affect the improvement of the performance of Egyptian tourism companies by (54.7% ).

The study recommended the necessity for tourism companies to develop a clear, specific and effective strategy to spread digital culture in official tourism companies in Egypt to achieve the company's goals and improve the level of performance, provided that these strategies have a flexibility in order to facilitate their modification.