KnE Social Sciences
ISSN: 2518-668X
The latest conference proceedings on humanities, arts and social sciences.
Digital Transformation Strategies Through the TOE Framework: Empirical Evidence from Star-rated Hotels in Batam, Indonesia
Published date: Dec 03 2025
Journal Title: KnE Social Sciences
Issue title: The 5th International Conference on Tourism, Gastronomy, and Tourist Destination (TGDIC 2025)
Pages: 272 - 283
Authors:
Abstract:
This study examines the relationship between social media adoption and the performance of star-rated hotels in Batam City through the lens of the technology–organization–environment (TOE) framework. A quantitative research design was employed, with hotel managers selected as respondents due to their comprehensive understanding of the link between social media usage and organizational performance. Batam, as one of Indonesia’s primary gateways for foreign tourists, has experienced consistent growth in international arrivals, positioning the hotel industry as a strategic sector. In response to intense competition, hotels are increasingly required to embrace digital transformation to ensure long-term sustainability. The findings reveal that relative advantage (RA) and top management support (TMS) significantly influence social media usage, whereas competitive pressure (CP) does not. Moreover, social media usage (SMU) emerged as the most influential factor affecting hotel business performance and also serves as a mediating variable in this relationship. This study offers new insights into the growing literature on digital transformation in the Indonesian tourism sector by highlighting the key determinants of social media adoption and its role in enhancing organizational performance. These findings offer a conceptual foundation for future empirical research in the regional hospitality context.
Keywords: social media, TOE framework, business performance, Batam, star-rated hotels
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