To explore the impact of dynamic changes in tourist demand on the digital transformation of tourism enterprises, this paper starts with demand-side changes, environmental influences, and technical support, based on theories of supply and demand equilibrium, regional innovation environment, technology gaps, and comparative advantage, and conducts a multiple regression analysis using a two-way fixed effects model on data from China’s Shanghai, Shenzhen and New Third Board-listed tourism companies, as well as 31 provincial administrative regions. The study found that dynamic changes in tourist demand significantly impacted the digital transformation of tourism enterprises. In addition, the regional innovation environment and the level of big data also contributed positively to the relationship between tourist demand and the digital transformation of enterprises. For regions with different tourism resource endowments, there is heterogeneity in the impact of dynamic changes in tourist demand on the digital transformation of enterprises. Finally, recommendations for practitioners regarding the digital transformation of enterprises are provided based on this. We suggest that enterprises should pay attention to the changing needs of travelers. They should also consider the regional innovation environment and the level of big data as key resources to facilitate transformation. This will help accelerate digital transformation in tourism.

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