Digital Transformation Readiness and Tourist Experience in Tourism Villages: The Mediating Roles of E-Service Quality and Destination Innovation

Abstract

Purpose of the study — This study aims to develop a conceptual framework explaining how digital transformation readiness may shape tourist experience in tourism villages through e-service quality and destination innovation.

Research Methodology: This study adopts a conceptual literature-based review using theory synthesis and thematic analysis. The literature was drawn from peer-reviewed studies on digital transformation, technology readiness, e-service quality, tourism innovation, smart tourism experience, and tourism village development. The synthesis integrates the Technology–Organization–Environment framework, dynamic capability theory, E-S-QUAL, smart tourism experience, and service-dominant logic.

Findings — The study proposes that digital transformation readiness may not be sufficient to improve tourist experience unless it is translated into reliable e-service quality and destination innovation. E-service quality functions as an operational service mechanism, while destination innovation functions as a strategic transformation mechanism that converts digital readiness into meaningful and co-created tourist experience.

Conclusion— This study contributes to tourism management, digital transformation, service quality, destination innovation, smart tourism, and community-based tourism literature by integrating digital readiness, e-service quality, destination innovation, and tourist experience into a tourism village framework.

Limitations — This study is conceptual and has not been empirically tested. Future studies should validate the proposed framework using quantitative, qualitative, or mixed-method approaches in different types of tourism villages.