Digitalization strategy adoption: The roles of key stakeholders, big data organizational culture, and leader commitment

This study investigates key stakeholder factors that contribute to big data organizational culture, leading to the adoption of digitalization strategy in the hospitality industry. It also determines the interaction between big data organizational culture and leader commitment in influencing digitalization strategy adoption. Following a pilot test to ensure the suitability of the measures, a three-wave survey was conducted to obtain data from 438 hotels in an emerging economy. Structural equation modeling results reveal that three stakeholder factors (i.e., customer orientation, supplier cooperation, and employee information technology skills) positively affect big data organizational culture, which in turn enhances the adoption of digitalization strategies. Moreover, leader commitment moderates the link between big data organizational culture and digitalization strategy adoption. These findings advance the extant literature on hospitality digital transformation and digitalization strategy. They also provide important implications for hospitality managers in understanding and promoting big data culture and digitalization strategy adoption.