Harnessing Digital Technologies to Enhance Performance in the Tourism Industry: Evidence from Rwanda
DOI:
https://doi.org/10.53819/81018102t5439Abstract
The purpose of this research was to examine how harnessing digital technologies enhances operational and service performance across Rwanda's tourism sector. The study was guided by three specific objectives: to assess the influence of digital technology adoption on service delivery among Rwanda's tourism operators and attractions; to evaluate the role of digital tourism promotion strategies in boosting tourist arrivals and satisfaction; and to analyze the relationship between digital technology harnessing and overall tourism industry performance in Rwanda. A mixed-methods descriptive research design was employed. Data were gathered via structured questionnaire and key informant interviews administered to tourism operators and tourists. The target population comprised 178 respondents drawn from tour operators, national parks, and tourism agencies in Kigali and Southern Province. Random sampling using the Yamane formula yielded a sample size of 123 respondents. Data were analyzed using SPSS version 26.0, with results presented through descriptive statistics, Pearson correlations, and multiple regression analysis. The aggregate mean for the influence of digital technology adoption on tourism service delivery was 4.558, while the mean for digital tourism promotion strategy was 4.576, both indicating strong agreement. Pearson correlation coefficients showed associations of .931** and .824** between tourism performance and digital technology harnessing and tourism promotion strategy, respectively. Regression analysis yielded R Square = .858, F = 171.634, P-value = .000b, confirming strong statistical significance. The study concluded that there is a significant positive relationship between harnessing digital technologies and performance in Rwanda's tourism industry. It is recommended that the Rwanda Development Board and Ministry of Tourism strengthen digital innovation frameworks for destination management and expand public-private partnerships to accelerate structured digital transformation across the full tourism value chain.
Keywords: Digital Technologies, Tourism Industry, Rwanda, Service Performance, Digital Promotion, Technology Adoption, Destination Competitiveness.
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