The Barriers and Facilitators of the Degree of Digital Use in the Travel Services Supply Chain: The Moderating Role of Firm Size

This study identified the barriers and facilitators of the degree of digital use in the travel services supply chain from the perspective of retail travel agencies and online travel suppliers. While past studies have established the direct effects of firm size, this study on Micro, Small and Medium Enterprises (MSMEs) asserts that firm size is a contingency variable and conceptualizes its impact on the influence of the barriers and facilitators of digital usage. The study defined a process-based conceptualization of Digital Usage. This paper uses a multi-theoretical perspective to develop a theoretical framework, research propositions, and conceptual model. The study contributed to the domain of MSMEs, B2B digital usage, distinct from digital adoption.