Digital Transformation and Strategic Management Practices of Travel Agencies: Implications for Enhancement

Abstract

This study assessed the digital transformation strategies and strategic management practices of travel agencies in Negros Occidental and Negros Oriental. It employed a descriptive-correlational research design and gathered data from 103 travel agency owners, managers, and key personnel through total enumeration. Results revealed a high level of digital transformation overall, with digital marketing and customer engagement as the most strongly practiced dimension, followed by social media and mobile application utilization and online booking adoption. In contrast, artificial intelligence and automation integration remained moderate. Strategic management practices were rated very high, particularly in customer satisfaction enhancement, data-driven decision-making, and competitive strategies for market adaptation, while investment in technology infrastructure received the lowest rating. Digital transformation was significantly related to business type and revenue but not to years of operation or number of employees. Strategic management practices were significantly related to years of operation and revenue but not to business type or number of employees. The findings support an enhancement program focused on AI, automation, technology infrastructure, staff capability, and data-driven management.