THE EFFECT OF TOE FACTORS AND DIGITAL MARKETING ON TOURISM PERFORMANCE: A CONCEPTUAL FRAMEWORK
DOI:
https://doi.org/10.35631/JTHEM.1145052Keywords:
Cultural Heritage, Digital Marketing, Management Commitment, Technological Readiness, TOE Factors, Tourism PerformanceAbstract
Tourism remains an important part of Malaysia’s economic activities and provides employment across the industry. As tourism becomes more digital, Malaysian tourism organisations are facing changes in the way they communicate with visitors and market their offerings. National initiatives, including the National Tourism Policy (NTP) 2020-2030 and the Malaysia Digital Economy Blueprint (MyDIGITAL), have also encouraged greater use of digital technology and innovation. Yet, the ability to make use of these developments is not the same across tourism organisations. This makes it useful to understand the conditions that may support Digital Marketing and how they relate to Tourism Performance. This conceptual paper proposes a framework that examines Technological Readiness, Management Commitment and Cultural Heritage as factors associated with Tourism Performance in Malaysia. The framework considers their direct relationships with Tourism Performance and also examines Digital Marketing as a mediator. The Technology-Organisation-Environment (TOE) framework provides the main theoretical basis. Technological Readiness is considered within the technological context, Management Commitment within the organisational context, and Cultural Heritage within the environmental context because it is connected to the destination and local community. Resource-Based View (RBV) and Dynamic Capabilities Theory (DCT) provide additional support for explaining how resources and capabilities may be used and adjusted as conditions change. The proposed relationships are intended for future empirical testing among tourism organisations in Malaysia. The framework may also support discussion among tourism authorities and organisations on the use of technology, management support, local heritage and Digital Marketing in tourism development.
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