The Impact of Digital Transformation on the Management of Chinese Tourism Enterprises: A Multidimensional Analysis of Strategy and Organizational Change

Amid the rapid evolution and widespread adoption of global digital technologies, digital transformation has emerged as a critical strategy for enterprises seeking to enhance their competitive advantage and market adaptability. Grounded in strategic management and organizational change theories, this study examines the impact of digital transformation on tourism enterprises by constructing a systematic analytical framework. Using Ctrip and Feizhu as case studies, the research explores key drivers, implementation pathways, and the mechanisms through which digital transformation influences organizational performance. The findings reveal that digital transformation not only reshapes the business models of tourism enterprises but also facilitates organizational flattening, enhances intelligent decision-making processes, and optimizes dynamic resource allocation. Furthermore, this study identifies core challenges encountered during digital transformation, including technological adaptation, organizational inertia, and data governance complexities, and proposes strategic countermeasures. The research contributes to the theoretical discourse on enterprise digital transformation while offering practical insights for tourism enterprises seeking to refine their strategic planning and organizational restructuring in the digital era.