Impact of digital innovation adoption on business models and strategic approaches of Australian tourism firms

This study looks at the adoption of digital/electronic technology innovations of tourism firms in major destinations in Australia. It identifies innovative changes in the business models and strategic approaches of these firms led by such innovations. The study connects to a broad call in the e-strategy and tourism fields to better understand how digital/electronic technologies can potentially be implemented to enhance the firm’s innovative business model and value proposition as well as its potential strategic approaches to attain competitive advantage. The study conducted a comparative analysis of three case studies in three Australian tourism destinations using Osterwalder’s business model architecture. Effects/changes across the business models and strategic approaches of these cases were interrogated. This will reflect the changing digital landscape as well as the relevant conventional and virtual/e-strategy as well as value offerings of these firms.