Influencing Factors of Digital Transformation in Red Tourist Destinations:A Case Study Based on Rootedness Theory
The implementation of digital transformation in red tourism sites is a necessary way for red tourism sites to achieve high-quality development.Through in-depth interviews with managers of eight red tourism sites,we applied the rootedness theory to refine the important factors affecting the digital transformation of red tourism sites and constructed a theoretical model.The results show that the technological environment,policy environment,market environment and industry environment are the external environmental factors affecting the digital transformation of red tourism sites,while the value of red tourism resources,digital resources,digital strategic planning and the degree of employee participation are the internal factors affecting the digital transformation of red tourism sites.Its mechanism of action is:chan-ges in the external environment and the realisation of the value of red tourism resources are the driving force for the implementation of digital transformation in red tourism sites,which promotes the development and implementation of digital transformation strategies in red tourism sites;digital strategic planning is the goal orientation of digital transformation,which is developed on the basis of the value of red tourism resources and digital resources.Organisational culture is the spiritual core of digital transformation,influencing the development of digital strategic planning and the degree of employee engagement.Employee partici-pation is an important guarantee for the effectiveness of digital transformation in red tourism sites.
Red TourismDigital TransformationInfluencing FactorsRootedness Theory
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