FACTORS AFFECTING DIGITAL TRANSFORMATION IN TOURISM ENTERPRISES: A CASE STUDY IN PHU THO PROVINCE

Abstract

This study investigates the external environmental factors influencing digital transformation (DT) among tourism enterprises in Phu Tho province, Vietnam. Drawing on the Technology–Organization–Environment (TOE) framework, it examines five key variables: technological infrastructure, legal-policy environment, customer demand, competitive pressure, and economic environment. Data collected from 290 respondents across local tourism businesses were analyzed using SPSS 22.0. The findings reveal that all five factors significantly affect digital transformation performance, with technological infrastructure exerting the strongest impact. The study offers practical implications for enhancing DT readiness and provides a contextualized understanding of transformation dynamics in provincial tourism enterprises.