Digital maturity as a driver of innovation and competitiveness in adventure tourism operators: evidence from Portugal

The digital maturity of companies has emerged as a key determinant for competitiveness, operational efficiency and enhanced customer experience. However, research remains scarce on this topic within the adventure tourism sector. This study examines the digital maturity of adventure tourism operators in Portugal. Based on a review of digital maturity models, a questionnaire was developed and validated, structured around five dimensions: Culture, Organization, Technology, Digital Marketing and Strategy. The instrument was administered to legally operating adventure tourism companies in Portugal. Results reveal an overall neutral level of digital maturity. Although operators recognize the importance of digital technologies and their associated risks and opportunities, concrete implementation actions remain limited. Many organizations lack clear digital strategies and customer-centric performance metrics, resulting in a fragmented approach to customer experience and reduced competitive potential. The findings highlight the need for greater investment in digital strategies, training and customer-focused measurement systems.