Abstract

This paper explores the role of big data organizational culture in driving digitalization strategies in the hospitality industry. It identifies five key factors—customer orientation, supplier collaboration, employee IT proficiency, leadership commitment, and the interaction between big data culture and digitalization outcomes—whose influence on strategic digital transformation is investigated. A quantitative methodology is adopted to collect data from hospitality organizations between 2020 and 2023. Five hypotheses are tested by using regression techniques. The study shows that the customer orientation, supplier collaboration, and employee IT proficiency are strongly associated with digital strategy adoption. Leadership commitment moderates these effects. In addition, big data culture positively moderates the effect of digitalization on organizational outcomes, suggesting the need to nurture data-driven decision-making. Despite its contributions, the study acknowledges limitations, such as relying on short-term data and difficulties in generalizing results to smaller organizations. Future research should expand the scope to diverse contexts, address long-term trends, and incorporate additional moderating factors to deepen insights. These findings underscore the critical role of big data culture in shaping digital transformation strategies, offering practical implications for the hospitality industry's ongoing digital evolution.