Entrepreneurial Orientations and Digital Transformation Commitment in Hospitality Industry: The Pivotal Role of Technology Readiness

Abstract

This study investigated the relationships between entrepreneurial orientation dimensions, technology readiness, and digital transformation commitment in the hospitality industry. The research examined how innovativeness, proactiveness, and risk-taking influenced technology readiness and its mediating role in fostering digital transformation commitment. Data were collected from 142 hospitality employees in Vietnam through structured questionnaires and analyzed using partial least squares structural equation modeling (PLS-SEM). Results revealed that all three entrepreneurial orientation dimensions positively influenced technology readiness, with proactiveness showing the strongest effect, followed by innovativeness and risk-taking. Technology readiness strongly predicted digital transformation commitment, and mediated the relationships between entrepreneurial orientations and transformation outcomes. The findings highlighted technology readiness as a critical mechanism through which entrepreneurial orientations translate into successful digital transformation, providing important implications for hospitality managers navigating digital change.