Subtle success of digitalization in hospitality: a triangulation study

Purpose Digitalization in hospitality and tourism (DHT) is undergoing a profound revolution, yet its actual effect remains overlooked. This paper aims to delve into the actual effect of DHT and uncover the underlying mechanisms that trigger its subtle success. Design/methodology/approach Triangulation was used by leveraging complementary multisource data and mixed methods to explore DHT’s challenges. First, regression and statistical analysis revealed intricate outcome of DHT at the regional level. Then, DistilBERT and nonnegative matrix factorization were used to cluster the tourists’ complaints about DHT. Finally, based on a modified diffusion innovation system and stakeholder theory, this study proposed the Integrated Framework for Digitalization Mismatch in Hospitality and Tourism (IFDMHT). Findings The quantitative techniques identified the subtle contributions of digitalization on demand. The qualitative technique explored the strategy–practice and demand–supply mismatches as the core of the failure. Originality/value This study synthesizes macroregional and micropsychological perspectives to examine the actual effect of DHT. An IFDMHT model is established to investigate the underlying factors influencing the subtle successes of DHT. The findings provide targeted recommendations to assist stakeholders in developing sustainable DHT.