The Impact of Digital Transformation Dimensions on the Employees Job Performance: Applying on Four and Five Star Hotels in the Red Sea Governorate

Abstract

Human resources are an important component of digital transformation since they help organizations achieve long-term competitive advantage. Moreover, implementing digital technologies improves employees' performance, transforms business processes, and enhances overall performance. The current research aims to explore the impact of digital transformation dimensions on employees' job performance in hotels. The descriptive approach was used for a cluster sample of hotel employees. Questionnaires were distributed to 382 participants in four-and five star hotels in the Red Sea governorate from May to August 2023. The results reveal that hotels are seeking to spread the organizational culture and adopt a digital transformation strategy to improve the job performance of employees in particular. Furthermore, there is a significant impact of the digital transformation dimensions (DT strategy, DT culture, human dimension, and procedural and technical dimension) on employees' job performance in hotels. The research recommended that hotels should have a specialized department for digital transformation. Hotels should have to enhance performance management by setting task completion times and measuring deviations electronically. Moreover, hotel management should develop an information security plan and maintain secure backup data for all guests and employees, in addition to investing in employee training and changing the nature of training by integrating seminars, online training courses, and remote communication technology.