여행업계의 디지털전환 역량과 디지털전환 실행과의 관계 - 디지털전환 의사의 매개효과-

Abstract

Although the travel industry's digital transformation competence has a direct positive effect on the execution of digital transformation, policies and research on this are very insufficient in the tourism academia. The main objective of this research is to analyze the reality and competence of digital transformation of the travel industry, the transformation intention, and the impact relationship that is actually practiced by actions with this awareness of the problem. More specifically, it is intended to clarify through empirical analysis what mediating effect the digital transformation competence and intention to convert digital between execution have. The analysis results through empirical analysis are as follows. Hayes(2022)'s PROCESS Macro Model 4 was conducted to determine what mediating effect the digital transformation intention has in the relationship between the independent variable digital transformation competence and the dependent variable digital transformation execution. As a result, the indirect effect values of the digital competence intention as a parameter in the relationship between recognitio n, technology acceptance, external reaction, preparation, and digital transformation execution, which are the constituent variables of the independent variable, were .452, .238, .391, and .115, respectively, indicating that the indirect effect was statistically significant in all of them. Therefore, it was found that the parameter had a mediating effect in the relationship between the independent variable and the dependent variable.