旅游及相关服务业上市公司数字化转型的同群效应研究

A Study of Peer Effects in the Digital Transformation of Listed Companies in Tourism and Related Service Enterprises

文章以2007—2021年我国旅游及相关服务业上市公司为研究样本,实证检验了数字化转型同群效应的存在性、同群效应形成的驱动因素和作用机理。结果显示:第一,旅游及相关服务业企业的数字化转型存在明显的行业同群效应,即公司在做出数字化转型决策时会受到来自细分行业同群群体中其他企业数字化转型的影响;第二,行业同群效应受到信息获取模仿和竞争模仿的驱动,即企业所处环境的不确定水平和竞争水平对数字化转型的同群效应产生正向影响;第三,数字化转型的同群效应遵循逻辑模仿律和先内后外律,前者说明企业的数字化转型更容易受到绩效相似的同群群体的影响,后者说明企业的数字化转型更容易受到产权性质相同的同群群体的影响;第四,数字化转型的同群效应可显著改善旅游企业的短期绩效和长期价值。

In the context of an increasingly digitalized landscape,digital transformation has emerged as a pivotal strategic decision for numerous tourism enterprises aiming to enhance their business efficacy and secure a sustainable competitive edge.However,this trend raises a critical inquiry,namely,is it indicative of a deliberate learning and adaptation process underpinned by rational deliberation,or is it merely indicative of irrational conformity?Furthermore,the mechanisms and trajectories underlying this phenomenon remain to be elucidated,and it is imperative to assess whether the widespread adoption of digital transformation strategies is beneficial for the growth and development of tourism enterprises.Clarity on these issues is yet to be achieved in the literature.To address these issues,we use a sample of listed companies in tourism and related service enterprises for the period 2007—2021,and empirically examine the existence of a digital transformation peer effect,the influencing factors,and the behavior patterns in the formation of the peer effect.Our findings reveal,first,that there is an obvious industry peer effect in the digital transformation of listed companies in tourism and related service enterprises;that is,when making digital transformation decisions,enterprises are influenced by the digital transformation of other enterprises in their industry peer groups.Second,we find that imitation of information acquisition and competition are part of the industry peer effect,and that high levels of uncertainty and competition in the enterprises’environments enhance the digital transformation peer effect.Third,our research reveals that the peer effect of digital transformation follows the laws of logical imitation and imitation from within to without.This is indicated by the fact that enterprises are more likely to be influenced by the digital transformation of enterprises with similar performance or the same type of property rights.Fourth,we find that the logical digital transformation peer effect can significantly improve the shortterm performance and long-term value of tourism and related service enterprises.In summary,in this study,we delve into the collective behavioral patterns underpinning the strategy of digital transformation across various enterprises through this exploration,we provide microlevel insights into the factors that are instrumental in enhancing the digitalization efforts of China’s tourism and related service enterprises that can facilitate a more effective digital transformation process,and contribute to the development of an increasingly sophisticated,high-quality tourism industry.The findings of this study not only broaden the theoretical understanding of digital transformation strategies in the tourism sector but also provide practical guidance for industry practitioners aiming to navigate the complexities of digital integration and innovation.