Tourism SMEs’ digitalization strategies : Insights from Japan and Finland

The increased availability and lower barriers to entry of software-as-a-service products, combined with rising consumer demand, have made technology-driven innovation a strategic imperative for small and medium-sized enterprises (SMEs) in tourism. This development prompts a question: How can SMEs strategically decide which digital technologies to adopt and which to avoid? Unlike traditional technology adoption models that focus on individual user behavior, organizational-level frameworks such as the Technology-Organization-Environment (TOE) explain how firms plan for and implement new technologies. This short communication paper reviews theoretical models of strategic technology innovation management, particularly the diffusion and adoption of digital innovations within tourism SMEs. Focusing on Japan and Finland, the paper explores four case studies from Japanese and Finnish tourism SMEs.