Membangun Kapasitas Ambidexterity Organisasi melalui Transformasi Digital: Sebuah Tinjauan Literatur

This study aims to understand the role of ambidexterity in increasing the success of digital transformation in the tourism industry in Makassar City. Through a literature study approach, this study analyzes various scientific studies related to ambidexterity and digital transformation in the context of the tourism industry. The results of the study indicate that digital transformation and ambidexterity are two key factors that can drive the growth of the tourism industry. The ability of tourism organizations to simultaneously explore new innovations (e.g., online booking platforms, virtual tourism experiences) and exploit existing resources (e.g., improving operational efficiency) is the key to success in facing digital disruption. Ambidexterity allows tourism companies to be more adaptive to changes in the business environment, increase competitiveness, and create added value for customers. This study provides a theoretical contribution by enriching the understanding of the role of ambidexterity in the specific context of the tourism industry. In addition, this study also has practical implications for tourism industry players in Makassar City, namely the importance of building ambidexterity capabilities to be able to compete in the digital era. Another implication is the need for policy support from the local government to encourage digital transformation in the tourism sector.