The Management of Small and Medium-Sized Travel Businesses in Achieving Sustainable Digital Transformation

Abstract

This study aimed to (1) examine the current situation and management challenges of small and medium-sized travel businesses in Thailand, (2) investigate key success factors in transitioning toward sustainable digital transformation, and (3) propose management guidelines for this digital shift. A mixed-method approach was employed, including surveys and in-depth interviews. The developed Structural Equation Model (SEM) revealed that Technology Acceptance (TA), Key Success Factors (KSF), Tourism Management (TM), and Dynamic capabilities (SF) significantly and positively influenced Sustainable Digital Transformation (SDT), with TA showing the strongest effect (β = 0.47, p < 0.001). The model accounted for 68% of the variance in SDT (R² = 0.68), indicating a strong explanatory power. Qualitative findings emphasized the importance of organizational culture adaptation, digital literacy, and strategic networking. Recommendations include policy support, training initiatives, and improved access to digital tools to facilitate effective and sustainable digital transformation for travel SMEs.