Driving Marketing Innovation in Tourism and Hospitality Through Digital Talent: The Mediating Roles of Digital Culture and Digital Strategy

Abstract

This study examines the role of digital talent in driving marketing innovation within tourism and hospitality organizations in the context of ongoing tourism digitalization. Specifically, it investigates how digital culture and digital strategy mediate the relationship between digital talent and marketing innovation. Data were collected from employees working in Class A travel agencies and five-star hotels in Greater Cairo, Egypt. Using a purposive sampling approach, a bilingual e-survey was distributed, yielding 432 valid responses for analysis. The findings indicate that digital talent plays a crucial role in enabling marketing innovation in tourism and hospitality organizations. Its influence occurs both directly and indirectly through digital culture and digital strategy, highlighting the importance of aligning digital competencies with an organization-wide digital mindset and a clearly defined digital strategy. The results demonstrate how digital capabilities support the transformation of tourism and hospitality marketing practices in the era of digital transformation. This study contributes to the literature by providing empirical evidence on the mechanisms through which digital talent enhances marketing innovation in tourism organizations. The findings offer important theoretical and practical implications for researchers, managers, and tourism and hospitality practitioners seeking to strengthen innovation-driven marketing strategies in an increasingly digital tourism environment.