Randomized trial examines digital talent's role in marketing innovation for tourism organizations, suggesting key strategies for success.
Key Points
This study aims to understand how digital talent influences marketing innovation in tourism and hospitality organizations through digital culture and strategy.
Data collected from 432 employees in Class A travel agencies and five-star hotels in Greater Cairo, Egypt.
A bilingual e-survey was distributed using purposive sampling.
Analyses focused on the mediation roles of digital culture and digital strategy.
Digital talent significantly enhances marketing innovation directly and indirectly through digital culture and strategy.
Strong alignment is necessary between digital competencies and an organization-wide digital mindset.
The results illustrate substantial transformation in tourism marketing practices due to digital capabilities.