Digital Transformation Model For Enhancing Travel Agency Competitiveness

Hastriana, Elyn and Rahmanita, Myrza and NURBAETI, NURBAETI and Rahmat, Ingkadjaya and Rahmad, Muhammad (2026) Digital Transformation Model For Enhancing Travel Agency Competitiveness. Jurnal Ilmu Sosial Mamangan, 15 (01). pp. 1-11. ISSN 2301-8496

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Abstract

This study aims to analyse the influence of digital transformation on the competitiveness of Travel Agencies (BPW) in Jakarta within the context of significant digital divide. Employing a quantitative approach with Partial Least Squares Structural Equation Modelling (PLS-SEM), the research involved 250 directors and managers of travel agencies from five administrative areas of Jakarta. The research model integrates three key digital transformation factors Digital Leadership, Human Resource Development, and Technology Infrastructure with Organizational Performance as a mediating variable and Digital Competitiveness as the dependent variable. The results demonstrate that all hypotheses were proven significant, with the model exhibiting strong predictive capability (R² = 74.2%). Key findings reveal that digital leadership exerts the most dominant direct influence on digital competitiveness, diverging from patterns observed in other industries. The theoretical contribution of this research lies in the development of an integrated digital transformation model that unveils unique characteristics of the tourism industry, providing empirical evidence that in developing country contexts, digital leadership rather than technology infrastructure emerges as the dominant factor driving digital transformation.

Item Type:	Article
Subjects:	F Hospitality & Tourism > F1001 Tourism
Divisions:	Pariwisata > Magister
Depositing User:	Mr. MUHAMMAD RAHMAD
Date Deposited:	07 Sep 2026 08:19
Last Modified:	07 Sep 2026 08:19
URI:	http://repository.iptrisakti.ac.id/id/eprint/6288

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