Evaluating the optimal digital transformation strategy using hierarchical sensitivity decision model: A case study of tourism industry

In this study, we addressed the critical challenge of digital transformation (DT) strategy evaluation in the tourism industry. While the literature extensively discusses DT's importance, it lacks quantitative frameworks for systematic strategy prioritization under varying market conditions, leaving practitioners without actionable decision-support tools. Therefore, we presented a comprehensive hierarchical decision support system that integrates the Analytic Hierarchy Process (AHP) with robust sensitivity analysis. The analysis identified 'Digitalized Customer Preferences' as the paramount success factor and 'Business Model Transformation' (BMT) as the optimal strategy. Critically, sensitivity analysis revealed a 78.68% threshold for 'Digital Consumer Demand', where strategic priorities shifted from BMT to product-service optimization. These findings advance DT theory through dynamic, threshold-based strategy frameworks while providing tourism managers with quantitative guidance for adaptive strategic decision-making based on market dynamics.