Digital pathways: enhancing tourism small and medium-sized enterprises (SMEs) through smart organizational mindfulness towards technological transformation

Purpose This research proposes an innovative model for examining the impacts of smart technology infusion and smart organizational mindfulness towards technological transformation on key organizational outcomes: service advantage, value co-creation, employee job satisfaction and perceptions of service cannibalization. Additionally, this study explores how these factors contribute to overall organizational competitiveness in the tourism sector. Design/methodology/approach The model was tested via partial least squares structural equation modelling (PLS-SEM), a variance-based statistical technique. Data were collected from a sample of 877 employees and managers of small and medium-sized enterprises (SMEs) in the tourism sector throughout Europe and the United States. Findings This study reveals that both smart technology infusion and an organization's mindfulness towards technological transformation positively influence service advantage, value co-creation and competitiveness. These factors can enhance service offerings, foster collaborative value creation and improve overall competitive advantage in tourism SMEs. Practical implications Understanding how smart technologies can create added value, foster co-creation and facilitate the provision of innovative services is crucial for tourism organizations. Managers and stakeholders can use these insights to enhance organizational performance and customer experience, ultimately promoting competitiveness. Social implications This study emphasizes the need to conceptualize and promote a “smart tourism mindset” that fosters responsibility, collaboration and sustainable practices within tourism organizations, thereby contributing to broader social benefits in the industry. Originality/value This research contributes to the literature by proposing a pioneering model that integrates the effects of smart technology infusion and smart organizational mindfulness on multiple organizational variables (service advantage, value co-creation, employee satisfaction and employees’ perception of service cannibalization). This study provides novel insights into the mechanisms through which smart technologies and mindful adaptation promote organizational performance and competitiveness in tourism SMEs.