Psychological and Financial Factors Influencing Managerial Commitment to Digital Transformation in the Yogyakarta Tourism Sector

Wardiyanta; Fithriatus Shalihah

doi:10.70716/ecoma.v4i3.567

Authors

Wardiyanta Faculty of Economics and Business, Ahmad Dahlan University, Indonesia
Fithriatus Shalihah Faculty of Law, Ahmad Dahlan University, Indonesia

DOI:

https://doi.org/10.70716/ecoma.v4i3.567

Keywords:

Business Strategy, Digital Transformation, Tourism Industry, Digital Maturity, Digital Asymmetry and Divide

Abstract

This study examines digital maturity, digital transformation asymmetry, digital gaps, and the determinants of managerial commitment to digital transformation across four tourism segments in Yogyakarta, Indonesia. We used a mixed-methods design, combining a structured survey of 80 managers—20 each from hotels, tourism businesses, restaurants, and tourism villages—with semi-structured interviews with eight managers. The researchers purposively selected respondents to ensure balanced representation across the four segments. The researchers collected data from May to October 2025. The researchers analyzed quantitative data using descriptive statistics, cross-segment gap analysis, ANOVA, and multiple linear regression, and organized interview findings around implementation barriers, strategic intentions, and proposed solutions. The results show a clear digital maturity asymmetry: hotels record the highest scores, whereas tourism villages and restaurants show the largest deficits, particularly in culture, insights, and organization. In the regression model, attitude to change is the strongest predictor of managerial commitment (β = 0.45, p < 0.001), followed by perceived benefits (β = 0.38, p < 0.001), financial resources (β = 0.22, p = 0.003), and segment type (β = 0.15, p = 0.048); regulatory environment is not significant (β = 0.08, p = 0.297). The study contributes an integrated explanation of how digital maturity asymmetry and managerial factors interact across tourism segments, showing that technology investment alone is insufficient without managerial readiness and organizational capacity.

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