Organisational learning and sustainable tourism: the enabling role of digital transformation

Abstract

Purpose Organisational learning drives tourism organisations towards more sustainable tourism. Digital transformation also provides opportunities for sustainable tourism development. This study aims to combine these perspectives and explore how digital transformation enables organisational learning to contribute to sustainable tourism, following organisational learning theory (OLT). Design/methodology/approach Based on a critical realist paradigm, this study focuses on developing an in-depth understanding of organisational learning in tourism organisations. Thirty qualitative interviews with tourism organisations participating in an executive development programme (EDP) show how tourism organisations create, retain and transfer knowledge. Findings This study demonstrates that the EDP initiates knowledge creation through content transmission and exchange, triggers knowledge retention through utilisation of digital technologies and reinforces digitalisation through data value creation. Furthermore, this study enables knowledge transformation as implementation, which contributes to the three pillars of sustainable tourism and facilitates the development of networks encouraging sustainable tourism. Originality/value This study identifies approaches that enable economic, social and environmentally sustainable tourism development by facilitating collaborations via digital transformation, digital technologies that guide guest streams, online mobility offers and online environmental awareness campaigns that reduce environmental impacts. Thus, this study strengthens OLT and has implications for organisational learning and tourism policymakers.

The role of digital marketing promoting tourism business: A study of use of the social media in promoting travel

“…Through an empirical investigation, they demonstrate how qualitative methods can provide detailed insights into the current usage and effectiveness of digital media for strategic marketing in the tourism sector. , Yaqub et al (2022), Schönherr (2023), and Velentza& Metaxas (2023) collectively support the assertion that a qualitative research approach is well-suited for thoroughly investigating the complexities of digital marketing's influence on tourism promotion. These references highlight qualitative research's ability to delve into nuanced relationships and provide valuable insights within the context of tourism and digital marketing interactions.…”

“…While Schönherr (2023) and Schönherr (2023) do not directly address digital marketing's impact on tourism promotion, their studies highlight the value of qualitative research in understanding the broader digital transformation and its effects on organizational learning in tourism. Their findings indirectly emphasize the importance of qualitative methods in uncovering intricate relationships between digital technologies and various facets of the tourism industry.…”

“…Qualitative research design is particularly suitable for exploring complex phenomena and gaining in-depth insights into the experiences and perspectives of individuals and organizations (Schönherr, 2023). For example, (2023) conducted a qualitative study focusing on tourism SMEs, STOs, and DMOs to understand organizational learning in the context of sustainable tourism and digital transformation (Schönherr, 2023). The study adopted a qualitative research design to incorporate existing knowledge and connect it with the concepts of sustainable tourism and digital transformation (Schönherr, 2023).…”

“…For example, (2023) conducted a qualitative study focusing on tourism SMEs, STOs, and DMOs to understand organizational learning in the context of sustainable tourism and digital transformation (Schönherr, 2023). The study adopted a qualitative research design to incorporate existing knowledge and connect it with the concepts of sustainable tourism and digital transformation (Schönherr, 2023).…”

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