Digitalization, innovation, sustainability and performance: A causal analysis applied to tourism MSMEs

Given a situation of moderate instability in Colombia's tourism, a sector of high importance for the development of this country, it is relevant to analyze the factors that could be influencing the performance of its Micro, Small and Medium Enterprises (MSMEs). For this purpose, in 2022, 364 of these organizations were surveyed. Among the findings obtained through the structural modeling technique, it can be highlighted that, although the positive influence of digitalization on performance was not confirmed, its effect on innovation was validated. Likewise, environmental management and innovation showed a positive influence on business sustainability. It is concluded that supporting digital transformation and promoting innovative and environmental practices is crucial to improve performance and sustainability in tourism MSMEs. However, these companies will face barriers that could hinder their performance, such as resource limitations and organizational capabilities.