Driving AI-enabled transformation in small and medium tourism enterprises: The strategic and investment roles of decision makers
Tourism Management Perspectives, vol.59, 2025 (SSCI, Scopus)
- Publication Type: Article / Article
- Volume: 59
- Publication Date: 2025
- Doi Number: 10.1016/j.tmp.2025.101428
- Journal Name: Tourism Management Perspectives
- Journal Indexes: Social Sciences Citation Index (SSCI), Scopus, Index Islamicus
- Keywords: Artificial intelligence, Digital transformation, Small and medium tourism enterprise, Strategic decision-making, Technology investment
- Isparta University of Applied Sciences Affiliated: Yes
Abstract
This study aims to explore how business owners and general managers perceive, evaluate, and implement AI-supported digital transformation in tourism businesses. Drawing on the Technology-Organization-Environment framework, the Diffusion of Innovations Theory, and the Upper Echelons Theory, the research employs a qualitative design based on 34 in-depth interviews with decision-makers in Türkiye's tourism sector. The findings reveal a clear role-based divergence: business owners emphasize long-term strategic value, financial prudence, and innovation leadership, whereas general managers focus on operational feasibility, workforce adaptation, and service quality continuity. These differences highlight how cognitive orientations and managerial responsibilities shape AI adoption pathways. The study advances existing literature by integrating multiple theoretical perspectives to develop a role-differentiated model of strategic change. Practically, it offers actionable insights into how tourism SMEs can align strategic vision with operational implementation to achieve sustainable digital transformation.