DIGITALISATION READINESS OF NON-STAR HOSPITALITY SMES IN WEST NUSA TENGGARA IN THE DIGITAL ECONOMY ERA
DOI:
https://doi.org/10.58258/6m4x8v69Keywords:
Digitalisation, Hospitality MSMEs, Digital Economy, NTBAbstract
This study aims to analyse the level of digitalisation readiness of non-star hotel MSMEs in West Nusa Tenggara (NTB) in facing the digital economy era. NTB's tourism sector has experienced significant growth supported by various international events, but the majority of non-star hotels have not optimally utilised digital technology. This qualitative research with a literature review approach uses the Technology Acceptance Model (TAM) framework to analyse digitalisation readiness. The results show that the level of digitalisation readiness of non-star hotel MSMEs in NTB is still in the middle to low category with various barriers including limited infrastructure, low digital literacy, and limited capital. However, there are great opportunities for acceleration through strengthening HR capacity, collaboration with digital platforms, and government policy support. Strategic recommendations include improving digital training, developing regional reservation platforms, and providing fiscal incentives for hoteliers.
Downloads
References
Abed, S. S. (2020). Social commerce adoption using TOE framework: An empirical investigation of Saudi Arabian SMEs. International Journal of Information Management, 53, 102-118.
Aji, H. M., & Gunawan, A. (2021). Digital transformation of Indonesian MSMEs: Challenges and opportunities in the post-pandemic era. Journal of Indonesian Economy and Business, 36(2), 145-162.
Andrianto, T., & Idris, I. (2020). Digital marketing strategy for SMEs in Indonesian hospitality industry. Jurnal Manajemen dan Kewirausahaan, 22(1), 34-47.
Badan Pusat Statistik Provinsi Nusa Tenggara Barat. (2024). Statistik Perhotelan Provinsi Nusa Tenggara Barat 2024. Mataram: BPS NTB.
Buhalis, D., & Leung, R. (2018). Smart hospitality: Interconnectivity and interoperability towards an ecosystem. International Journal of Hospitality Management, 71, 41-50.
Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly, 13(3), 319-340.
Dwivedi, Y. K., Ismagilova, E., Hughes, D. L., et al. (2021). Setting the future of digital and social media marketing research: Perspectives and research propositions. International Journal of Information Management, 59, 102-168.
Fadilah, N., & Wijaya, S. (2022). Factors affecting digital adoption in small hotels: Evidence from Indonesia. Journal of Hospitality and Tourism Technology, 13(3), 445-461.
Gössling, S., Scott, D., & Hall, C. M. (2020). Pandemics, tourism and global change: A rapid assessment of COVID-19. Journal of Sustainable Tourism, 29(1), 1-20.
Haryanto, B., & Nugroho, L. (2021). Digital payment adoption among small businesses in Indonesia: An extended TAM approach. Electronic Commerce Research, 21(4), 891-912.
Hidayat, A., & Rahman, A. (2020). E-commerce adoption by SMEs in Indonesia: An empirical analysis. Journal of Small Business Management, 58(3), 662-688.
Kemenparekraf. (2023). Laporan Kinerja Pariwisata dan Ekonomi Kreatif Indonesia 2023. Jakarta: Kementerian Pariwisata dan Ekonomi Kreatif.
Li, J., Krishnamurthy, R., Pereira, A. G., & Roders, A. P. (2021). Sustainable tourism and the digital economy: Challenges and opportunities. Tourism Management Perspectives, 39, 100-115.
Lubis, F. R., & Christiananta, B. (2021). The effect of digital marketing and technology acceptance on SME performance during COVID-19 pandemic. Jurnal Aplikasi Manajemen, 19(2), 367-378.
Mulyani, S., & Hidayat, R. (2022). Digital readiness of tourism SMEs in developing countries: Indonesian context. Tourism and Hospitality Management, 28(1), 89-106.
OECD. (2023). Digital for SMEs Global Initiative: Empowering SMEs through Digital Technologies. Paris: OECD Publishing.
Prasetyo, Y. T., Tanto, H., Mariyanto, M., et al. (2021). Factors affecting customer satisfaction and loyalty in online food delivery service during the COVID-19 pandemic. British Food Journal, 123(5), 1645-1668.
Rachmawati, E., Suliyanto, & Suroso, A. (2020). Direct and indirect effect of entrepreneurial orientation, family involvement and gender on family business performance through competitive advantage. Journal of Family Business Management, 10(4), 471-485.
Rahadi, D. R., Nainggolan, B., Afgani, K. F., & Listyana, R. B. (2022). Effect of e-commerce adoption on SME performance: Mediating role of competitive advantage. Journal of Open Innovation: Technology, Market, and Complexity, 8(1), 51-68.
Rahayu, R., & Day, J. (2020). E-commerce adoption by SMEs in developing countries: Evidence from Indonesia. Eurasian Business Review, 10(3), 487-510.
Ricardianto, P., Wibowo, S. F., Wijijayanti, T., et al. (2021). Determining factors of digital marketing adoption in tourism industry: Case study of Indonesian travel agents. African Journal of Hospitality, Tourism and Leisure, 10(2), 456-472.
Suryanto, T., & Dai, R. M. (2020). Factors affecting SMEs' digital transformation: The moderating role of government support. Journal of Small Business Strategy, 30(3), 78-94.
Taiminen, H. M., & Karjaluoto, H. (2015). The usage of digital marketing channels in SMEs. Journal of Small Business and Enterprise Development, 22(4), 633-651.
Verma, S., & Bhattacharyya, S. S. (2020). Perceived strategic value-based adoption of Big Data Analytics in emerging economy. Journal of Enterprise Information Management, 30(3), 354-382.
Wijaya, T., & Kurniawan, D. (2021). Digital literacy and technology acceptance among Indonesian hospitality entrepreneurs. International Journal of Hospitality Management, 95, 102-119.
Downloads
Published
Issue
Section
License
Copyright (c) 2025 Fahrul Hudatil Atkiyan, Panji Rizki Kurniawan (Author)
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
