Strategic Entrepreneurship and Digital Transformation to Enhance the Tourism Performance Management

Abstract

This chapter delves into the enhancement of the tourism industry through strategic entrepreneurship (SE) and digital transformation. The potential of these methodologies in revolutionizing tourism development and management is emphasized. The Fourth Industrial Revolution, characterized by technologies such as the Internet of Things, big data, artificial intelligence (AI), cloud computing, augmented and virtual reality, and 3D printing, has permeated various sectors including governance and commerce.

This paradigm shift has also seeped into tourism, dubbed as Tourism 4.0 by Korze (2019). As highlighted by Peceny et al. (2019), the infusion of critical communication and information technologies, particularly augmented reality (AR) and virtual reality (VR), into the tourism sector can provide tourists with vivid previews or simulations of attractions. Such immersive experiences can influence travel decisions.

There's an evident rise in the integration of the Fourth Industrial Revolution's technologies in tourism. A prominent example is the adoption of these innovations in digital marketing strategies, especially on social media platforms (Zeng & Gerritsen, 2014; Leung et al., 2013). Given the profound impact of digital tech in molding a network-driven consumer behavior (Rogers, 2016), it becomes imperative for the tourism sector to undergo a comprehensive digital metamorphosis, paying heed to value chains and systems (Ismail et al., 2017).

Furthermore, the importance of SE cannot be overlooked (Ireland et al., 2003; Ireland & Webb 2007). It encapsulates an entity's prowess in seizing opportunities with apt strategies, ensuring the tourism industry remains resilient and thriving.

Citation

Jane, O. (2024), "Strategic Entrepreneurship and Digital Transformation to Enhance the Tourism Performance Management", Sharma, A. and Arora, S. (Ed.) Strategic Tourism Planning for Communities (Building the Future of Tourism), Emerald Publishing Limited, Leeds, pp. 51-62. https://doi.org/10.1108/978-1-83549-015-020241005