Digital Transformation in Osun State's Tourism & Hospitality: A Path to Sustainable Growth

This study investigates the digital transformation within Osun State's tourism and hospitality sector, examining the implications of technology adoption for sustainable tourism development. Employing a mixed-methods research design, quantitative data were collected via a questionnaire administered to 300 tourists using a simple random sampling technique, focusing on their digital tool utilization and attitudes towards adoption. Another questionnaire set was administered to 150 employees randomly selected in tourism and hospitality firms. Concurrently, qualitative data were gathered through in- depth interviews with stakeholders from 30 tourism and hospitality firms, using a stratified sampling technique, to explore the availability, adoption, impacts, and challenges of digital tools. Findings reveal that 26.3% of tourists actively use digital platforms like hotel websites and mobile apps for booking. Regression analysis was used to test for the adoption of digital tools by staff of the tourism and hospitality sector and shows that gender significantly affects the attitude of the respondents to digital tool adoption, with a p-value of 0.037. Qualitative insights from firms indicate a strong embrace of digital transformation, leading to enhanced competitive advantages. However, firms consistently face challenges such as limited capital, insufficient infrastructure, and technical difficulties. The study concludes that strategically fostering tech-driven solutions is paramount for Osun State to fully leverage its tourism potential, thereby promoting both economic growth and sustainable tourism objectives. Recommendations include investment in digital literacy programs for tourists and tourism and hospitality personnel and fostering public-private technology. Policy frameworks should also actively integrate and promote sustainable tourism practices alongside technological advancements.