旅游企业数字化转型战略驱动因素及绩效影响研究——管理者数字化认知的调节作用

The Driving Factors of Digital Transformation Strategies in Tourism Enterprises and Their Impact on Enterprise Performance:The Moderating Role of Managers'Digital Cognition

数字化逐渐成为旅游企业转型的重点战略。从旅游企业视角出发,基于制度理论与资源基础理论阐述旅游企业数字化转型战略的驱动因素及其对企业绩效的影响,探讨管理者数字化认知在旅游企业数字化转型战略及其驱动因素中的干预调节作用。本研究对国内旅行社、景区、酒店、在线旅游企业等720家旅游企业发放问卷,对调查结果进行分析,得出以下结论:外部的规制压力、规范压力、模仿压力对旅游企业数字化转型战略具有显著正向影响;企业内部的数字化资源、数字化动态能力对旅游企业数字化转型战略具有显著正向影响;旅游企业数字化转型战略对企业的市场绩效、财务绩效具有显著正向影响;管理者数字化认知在旅游企业数字化转型与企业外部制度压力、内部资源与能力间起到正向调节作用。旅游企业应把握数字化转型节奏,重视数字技术与业务的匹配,提升管理者的数字化转型认知,加快数字化人才的培育,以提升企业绩效,推动旅游业高质量发展。

Digitalization has gradually become a key strategy for the transformation of tourism enterprises.From the perspective of tourism enterprises,the study describes the drivers of tourism enterprises'digital transformation strategies and their impact on enterprise performance based on institutional theory and resource-based theory,and explores the intervention role of tourism managers'digital cognition in tourism enterprises digital transformation strategies and their drivers.The study distributes questionnaires to 720 tourism enterprises like travel agencies,scenic spots and hotels nationwide.The analysis results show that external regulatory pressure,normative pressure,and imitation pressure have a significant positive impact on the digital transformation strategy of tourism enterprises;internal digital resources and digital dynamic capabilities of tourism enterprises have a significant positive impact on the digital transformation strategy of tourism enterprises;and the digital transformation strategy of tourism enterprises has a significant positive impact on the market performance and financial performance of enterprises.Managers'digital cognition plays a positive moderating role between tourism enterprises digital transformation and enterprises external institutional pressure,internal resources and capabilities.Tourism enterprises should follow the rhythm of digital transformation,pay attention to the matching of digital technology and business,improve managers'cognition of digital transformation,and accelerate the cultivation of digital talents so as to improve enterprise performance and make tourism industry develop in a high-quality style.