Measuring the impact of industry 4.0 technologies and organization learning on creating value-based digital transformation in tourism

Abstract EN

Industry 4.0 Technologies and digitalization have irrevocably changed our world business, industry, and society.

Globally, the Influence of the industry 4.0 was recognized in all industries, including service industries such as tourism and hospitality.

This study seeks to measure the impact of tourism 4.0 and organization learning on creating Value-Based Digital Transformation in the tourism industry.

In order to address this issue, this study uses quantitative research approach.

Administrated questionnaires have been distributed online through google form.

422 tourists filled in the questionnaire.

Structural Equation Modeling (SEM) combines multiple regression with Confirmatory Factor Analysis (CFA) to examine the causal relationships between variables using Amos 25 software package.

The study's findings revealed that Organizational Learning and tourism 4.0 technologies (the internet, the big data, the chatbot, virtual reality, and augmented reality) have a positive impact on Value-based Digital Transformation in the tourism industry.

This study contributes by adding knowledge to how the tourism industry can use various technologies to improve performance of the tourism industry.