A Conceptual Model for Developing Digital Maturity in Hospitality Micro and Small Enterprises

Against the backdrop of the fourth industrial revolution and the COVID-19 pandemic, digital transformation (DT) in the day-to-day operations of micro and small enterprises (MSEs) comes with challenges. Existing maturity models generally focus on advanced levels and are inappropriate for relatively immature companies (e.g., most hospitality MSEs). This study used online documents and in-depth interviews as data sources to develop a customized maturity model framework for hospitality MSEs. Through coding analysis, the research identified four key dimensions that constitute the digital maturity of hotels: strategy and organization, digital technology, digital capabilities, and integrated business. These enterprises have progressed in their digital maturity, moving from an IT-enabled transformation to adopting a brand-oriented approach. The selection of a digital transformation strategy depends on strategic alignment. The proposed model provides a comprehensive understanding of the maturity levels of these companies, thereby facilitating their successful integration into the ongoing modern industrial revolution.