Digital Transformation of Nature Tourism

TL;DR

This study investigates how digital behaviors and Big Data integration influence the success of digital transformation among nature tourism SMEs in Magdalena-Colombia, highlighting the importance of staff training in Data Science.

Contribution

It applies a discrete choice model and structural equation analysis to quantify factors affecting digital transformation in tourism SMEs, emphasizing Big Data and staff training.

Findings

Big Data activities increase success chances in digital transformation.

Staff training in Data Science significantly improves marketing and commercialization.

Quantitative analysis confirms the importance of digital behavior factors.

Abstract

The purpose of this article is to explore the digital behavior of nature tourism SMEs in the department of Magdalena-Colombia, hereinafter referred to as the region. In this sense, the concept of endogenization as an evolutionary mechanism refers to the application of the discrete choice model as an engine of analysis for the variables to be studied within the model. The type of study was quantitative, of correlational level, the sample was 386 agents of the tourism chain; a survey-type instrument with five factors and a Likert-type scale was used for data collection. For the extraction of the factors, a confirmatory factor analysis was used, using structural equations, followed by a discrete choice model and then the analysis of the results. Among the main findings are that the SMEs in the tourism chain that tried to incorporate Big Data activities in the decision-making processes, have greater chances of success in the digital transformation, in addition, statistical evidence was found that the training of staff in Data Science, contributes significantly to the marketing and commercialization processes within the SME in this region.