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May 15, 2026Administrative SciencesOpen Access

Driving Marketing Innovation in Tourism and Hospitality Through Digital Talent: The Mediating Roles of Digital Culture and Digital Strategy

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Authors

AHAhmed M. HasaneinBABassam Samir Al‐Romeedy

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Overview

Randomized trial examines digital talent's role in marketing innovation for tourism organizations, suggesting key strategies for success.

Key Points

  • This study aims to understand how digital talent influences marketing innovation in tourism and hospitality organizations through digital culture and strategy.
  • Data collected from 432 employees in Class A travel agencies and five-star hotels in Greater Cairo, Egypt.
  • A bilingual e-survey was distributed using purposive sampling.
  • Analyses focused on the mediation roles of digital culture and digital strategy.
  • Digital talent significantly enhances marketing innovation directly and indirectly through digital culture and strategy.
  • Strong alignment is necessary between digital competencies and an organization-wide digital mindset.
  • The results illustrate substantial transformation in tourism marketing practices due to digital capabilities.

Cite This Study

Hasanein et al. (2026) studied this question.

synapsesocial.com/papers/6a06b86ae7dec685947aadc4https://doi.org/10.3390/admsci16050225
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