The impact of digital transformation practices in the recreation sector on digital behavior decision-making post-COVID-19

Abstract

Purpose

This study aims to explore post-COVID-19 tourism digital transformation, study innovative service delivery and provide insights for industry leaders and policy-makers to nurture robust sector growth amid evolving consumer demands.

Design/methodology/approach

This study used anonymous questionnaires and explored views on digital technology in sports centers and entertainment venues. Structural equation modeling explores latent variable interactions with respect to mediating and moderating effects.

Findings

Digital transformation practices influence decision-making indirectly through perceived behavior control, attitudes and service innovation, with differentiation strategies moderating this relationship.

Research limitations/implications

This study focuses on the recreation sector; future efforts should include insights, attitudes and actions from experts and government policy-makers.

Practical implications

This study enhances the literature on recreation professionals, offering guidance for navigating the evolving landscape of digital dynamics in the leisure and recreation sector.

Originality/value

The rise of digital technology highlights the importance of analyzing customer decisions influenced by digital behavior within the leisure and recreation industry.

Citation

Yu, T.-Y., Horng, J.-S., Liu, C.-H., Chou, S.-F., Huang, Y.-C., La, Q.P. and Ng, Y.-L. (2024), "The impact of digital transformation practices in the recreation sector on digital behavior decision-making post-COVID-19", Journal of Hospitality and Tourism Technology, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/JHTT-03-2024-0147