A Study on the Effect of Digital Transformation Competence of Travel Agency Workers on Digital Transformation Innovative Behavior

This study aims to verify through empirical analysis how there is an impact relationship between digital transformation competence and digital transformation innovation behaviors for travel agency executives and employees in Seoul and Gyeonggi-do. The detailed goal to achieve the research purpose is, first, to develop a new scale through prior research and empirical analysis on the digital transformation competence and innovative behaviors of travel agencies that play a very important position and role in the tourism industry beyond manufacturing case studies. Second, the purpose of this study is to analyze the influence relationship between the sub-variables of digital transformation competence and innovative behaviors. Third, based on the results of empirical analysis, it is intended to be used as basic data for the Korean travel industry to establish strategies for further development and survival. The analysis results are as follows. Looking at the influence relationship between recognition, technology acceptance, external response, and the degree of preparation, which are sub-variables of digital transformation competency, and digital transformation innovation behavior, which are dependent variables, the hypothesis was adopted for recognition, external response, and preparation, but technology acceptance was rejected. When comparing the magnitude of influence, the degree of preparation(β=.694), recognition(β=.316), and external reaction(β =-.131) appeared in order.