Using multicriteria decision analysis to evaluate the effect of digital transformation on organisational performance: evidence from Greek tourism SMEs

Abstract

The phenomenon of digital transformation has changed the traditional economy, leading to valuable changes in the tourism industry. The implementation of new digital technologies could enable tourism firms' transformation and improve organisational performance. Although the prior literature discusses the benefits of digital transformation, the measurement of its impact on organisational performance is still vague. Thus, the aim of this study is to evaluate the level of CEOs, CIOs and other senior executives' satisfaction from digital transformation and its effects on performance. A multicriteria user satisfaction analysis was applied to measure executives' satisfaction. The results revealed that the average level of overall satisfaction is high indicating that CIOs and other senior executives are somehow satisfied regarding the effects of digital transformation on organisational performance in the Greek tourism industry. However, they should pay attention to some aspects in order to improve strategic planning of digital transformation and increase the organisational performance.