Digital Transformation in the Hospitality Industry: It’s Influence in Organizational Culture and Service Quality

This study examined the influence of digital transformation on organizational culture and service quality in Department of Tourism (DOT)-accredited hospitality establishments in Negros Occidental, Philippines, for the year 2024. A descriptive-correlational research design and multistage stratified random sampling were used to gather data from 343 employees representing hotels, resorts, accommodations, and restaurants. A researcher-modified questionnaire, based on relevant literature, assessed the levels of digital transformation, organizational culture, and service quality across innovation, collaboration, and customer-centricity. Results showed very high levels of digital transformation and service quality, while organizational culture was present to a very great extent. Significant differences were found across sex, educational attainment, and job position, with female and more educated respondents reporting higher perceptions. Additionally, digital transformation had a moderate influence on organizational culture and a strong influence on service quality. These findings emphasize the importance of continued technological integration and its impact on both employee engagement and customer satisfaction. The study offers practical insights for hospitality leaders in developing digital strategies that reflect organizational values and strengthen service excellence in regional contexts.