THE IMPACT OF FIRM RESOURCES ON DIGITAL TRANSFORMATION AND MARKETING PERFORMANCE: EVIDENCE FROM TOURISM ENTERPRISES IN CAN THO CITY
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DOI:
https://doi.org/10.34238/tnu-jst.14187Abstract
Recently, digital transformation has emerged as a key driver of competitive advantage and has fundamentally reshaped the marketing activities of tourism enterprises. Although the importance of digital transformation has been widely acknowledged, existing domestic studies remain largely descriptive or adopt interdisciplinary approaches, while causal analyses examining the relationship between firm resources and digital transformation outcomes in the tourism context remain limited. This study aims to address this research gap. Data were collected from 150 tourism enterprises and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results indicate that digital technologies, employees’ digital skills, and top management support all exert positive and statistically significant effects on the digital transformation process, with digital technologies identified as the most influential factor. Furthermore, digital transformation is confirmed as a critical determinant in enhancing the marketing performance of tourism enterprises.Downloads
References
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