The impact of digital transformation practices in the recreation sector on digital behavior decision-making post-COVID-19

Purpose This study aims to explore post-COVID-19 tourism digital transformation, study innovative service delivery and provide insights for industry leaders and policy-makers to nurture robust sector growth amid evolving consumer demands. Design/methodology/approach This study used anonymous questionnaires and explored views on digital technology in sports centers and entertainment venues. Structural equation modeling explores latent variable interactions with respect to mediating and moderating effects. Findings Digital transformation practices influence decision-making indirectly through perceived behavior control, attitudes and service innovation, with differentiation strategies moderating this relationship. Research limitations/implications This study focuses on the recreation sector; future efforts should include insights, attitudes and actions from experts and government policy-makers. Practical implications This study enhances the literature on recreation professionals, offering guidance for navigating the evolving landscape of digital dynamics in the leisure and recreation sector. Originality/value The rise of digital technology highlights the importance of analyzing customer decisions influenced by digital behavior within the leisure and recreation industry.