Data analysis capabilities and technology compromise lead to innovation and market performance for tourism businesses

Purpose This study explores how data analysis and technology compromise influence innovation and market performance via customer service and organizational agility. Design/methodology/approach An innovation model was developed using a knowledge-based view and organizational information processing theory. Data from 236 valid samples of Taiwan travel agency executives’ samples were analyzed using the partial least squares approach. Findings The study’s findings indicate that the data analytical capabilities of inter-organizational systems (IOSs) and technology compromise can coordinate multifaceted activities related to successful tourism supply chain innovation. Practical implications Tourism businesses should integrate data analytics and IOSs to enhance innovation and market performance. Managers must leverage digital capabilities for customer insights, service personalization, and operational agility. Collaborative technology adoption fosters supply chain efficiency, while strategic knowledge spillover utilization accelerates technological adaptation, ensuring competitiveness in an evolving digital tourism landscape. Originality/value This study adopts a comprehensive perspective on innovation. The findings illustrate how data analysis and technology propel innovation in the tourism supply chain, emphasizing practical themes, particularly the application of IOS in tourism businesses.