“…Digital transformation is defined as “a fundamental change process, enabled by the innovative use of digital technologies accompanied by the strategic leverage of key resources and capabilities, aiming to radically improve an entity and redefine its value proposition for its stakeholders” (Gong & Ribiere, 2021, p. 12). Although transformation in the tour operating business has been taking place for some time (Cave & Dredge, 2018), we see a pressing need to conduct empirical work in this field: tour operators are continuously developing various digital capabilities, implementing new value chains, and facilitating personalization of tourists’ experiences, to mention but a few examples (Buijtendijk et al, 2021; Personen, 2020; Vlachopoulou & Fouskas, 2022).…”