The importance of strategic intent and strategic alignment for technology use in tourism industry

Purpose: Technology is transforming how services are delivered to customers and staff in all industries including tourism. Long term strategic intent is required for the organisations to digitally transform. But not a lot of empirical study is done to understand the technology use and strategic intent. Therefore, this study was conducted to understand the importance of technology use and strategic intent. Method: Convergent mixed method study was conducted using online survey and semi-structured interviews. Partial Least Squares-Structural Equation Modelling was used to test the statistical significance of the convergent structural model. Results: The findings indicate that Information and Communication Technology (ICT) use and strategic alignment are significantly positively associated with strategic intent of the organisation. By identifying predictors of strategic intent through technology use this study provides several theoretical and practical implications related to digital transformation of the organisation.