Digital Adoption, Business Innovation, and Competitive Advantage of Tourism MSMEs. Integrating Quantitative Evidence and Qualitative Insights in a Mixed Methods Study

Ni Putu Eka Pratiwi; Ni Luh Kade Arman Anita Dewi

Authors

Ni Putu Eka Pratiwi Agrotechnology Study Program, Faculty of Pharmacy, Mahasaraswati University Denpasar, Indonesia, Indonesia Author
Ni Luh Kade Arman Anita Dewi Universitas Mahasaraswati Denpasar, Bali Indonesia, Indonesia Author

Keywords:

Digital Adoption, Tourism MSMEs, Competitive Advantage, ICT Capability

Abstract

Digital transformation is an important factor for tourism micro, small, and medium enterprises (MSMEs) in increasing competitiveness in the midst of rapid market changes. This study aims to analyze the influence of digital adoption and ICT capability on competitive advantage through organizational capability in tourism MSMEs around Mahasaraswati University, Denpasar, Bali. This study uses a convergent mixed-method approach, with the initial stage of a systematic literature review (SLR) to identify constructs, indicators, and intervariable relationships from reputable journals, followed by quantitative research through a questionnaire survey of tourism MSMEs. Data were analyzed using SEM to test the direct and indirect influence between variables, as well as to evaluate the mediating role of organizational capability. The results of the study show that digital adoption and ICT capability contribute to strengthening organizational capability and competitive advantage. This research provides practical contributions for MSMEs, tourism actors, and policymakers in designing more effective and sustainable digitalization strategies

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