Strategic Integration of HR Technology and its Impact on Marketing Performance in Tourism

This study investigates the integration of strategic human resource (HR) technology and its impact on competence development and marketing performance within Indonesia’s tourism sector. Amidst increasing digital transformation and competitive pressures, effective HR technology adoption is critical for enhancing organizational capabilities and market success. Employing a quantitative methodology, data were collected from 148 tourism business actors and analyzed using Structural Equation Modeling (SEM) to examine the relationships among HR competence, competitive advantage, compensation, and marketing performance. The results indicate that HR competence alone does not directly influence marketing performance; rather, competitive advantage fully mediates this relationship, underscoring the pivotal role of strategic HR technology in achieving market differentiation. Additionally, while compensation does not moderate the effect of HR competence on marketing performance or competitive advantage, it significantly strengthens the linkage between competitive advantage and marketing outcomes. These findings emphasize the necessity for tourism organizations to align HR technology initiatives with strategic business planning and competitive positioning to optimize marketing effectiveness. The study contributes to the growing body of knowledge on digital HR practices by demonstrating their role in enhancing competitiveness in emerging economies. Practitioners and policymakers are encouraged to implement advanced HR technologies alongside effective compensation strategies to sustain growth and market leadership in the evolving digital economy. Future research is recommended to explore the long-term implications of HR technology integration across diverse industry sectors.