The Role of Digital Transformation in Improving the Decision-Making Process in the Hospitality Sector: An Analytical Study of the Views of Management Leaders and Employees in a Sample of Five-Star Hotels in Duhok Governorate

Abstract

The study included the role of digital transformation as an independent variable with its four dimensions: (leadership support, technological infrastructure, digital security, and human resources) in improving the efficiency of hotel decision-making as a dependent variable with its five dimensions: (problem identification and analysis, search for available alternatives, selection of the most appropriate alternative, decision implementation, and follow-up and evaluation of results).

The application field of this study was in the premium hotels in Duhok Governorate, namely: (Crystal Duhok Hotel, Rixos Hotel, Sarkli Hotel, and Dilshad Palace Hotel).

The researcher purposefully selected these hotels as they are among the leading hotel institutions that have adopted digital transformation applications in various activities and specialties. The study relied on a hypothetical model expressing the logical relationship between the main variables. A questionnaire was used as the primary tool for data collection. A total of 58 questionnaires were distributed, of which 51 were valid for analysis. These included responses from administrative leaders and employees. Statistical software was employed to conduct the necessary data analyses.

The results of the statistical analysis revealed a number of conclusions, most notably the existence of a statistically significant correlation between each dimension of digital transformation (independent variable) and the decision-making process (dependent variable). The findings also indicated a meaningful overall correlation between digital transformation and decision-making.

Among the key recommendations of the study is that premium hotel organizations in Duhok Governorate should adopt a comprehensive digital strategy that focuses on developing technological infrastructure and systematically employing digital transformation to support decision-making.