RESEARCH ON INFLUENCING FACTORS OF HOTEL DIGITAL TRANSFORMATION BASED ON GROUNDED THEORY
TANG Jian-xiong1, LI Chun-yan1, SUN Qiao2, SUN Jing-yao1
1. College of Tourism, Hunan Normal University, Changsha 410006, China;
2. College of Literature and Journalism, Central South University, Changsha 410006, China
Abstract：Digital transformation can provide a new direction for hotels to adapt to the new environment of mobile internet connections, meet changing customer expectations, and achieve cost reduction and efficiency enhancement. Strengthening the theoretical research of hotel digital transformation has become the focus of academic circles. The article obtains first-hand information through in-depth interviews with the managers of11 hotels that implement digital transformation, and then applies grounded theory to refine the important factors that affect the digital transformation of the hotel and build a theoretical model. The results show that environmental change is the external factor of the hotel's digital transformation, which provides an external condition for the hotel's digital transformation. Hotel resources, entrepreneurship, employee participation, hotel capabilities and strategic planning are the internal driving forces of the hotel's digital transformation. The mechanism of action is: The hotel formulates a strategic plan in line with the development direction of the hotel according to the changes in the external environment, and relying on its own resource base and ability elements, so as to meet the personalized and diverse needs of customers. After the hotel formulates a strategic plan, the effective implementation of the strategy is ensured by the intermediary of employee participation. Entrepreneurship regulates the hotel's strategic planning process based on resources and capabilities,and has a positive demonstrative effect on employee participation. The research conclusions help hotel managers make relevant decisions based on the influencing factors of digital transformation, and provide theoretical support for hotels to adapt to the era of digital economy.
唐健雄, 李春艳, 孙桥, 孙婧瑶. 基于扎根理论的酒店数字化转型影响因素研究[J]. 人文地理, 2022, 37(3): 151-162.
TANG Jian-xiong, LI Chun-yan, SUN Qiao, SUN Jing-yao. RESEARCH ON INFLUENCING FACTORS OF HOTEL DIGITAL TRANSFORMATION BASED ON GROUNDED THEORY. HUMAN GEOGRAPHY, 2022, 37(3): 151-162.
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