Unlocking the Future of Tourism in Kingdom of Saudi Arabia (KSA): The Synergy of Commercialization Activities and Sustainable Digital Transformation for Sustainable Industry Growth
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In the recent decade, tourism has become a dominant global industry. However, sustainability in industry growth is one of the significant challenges in Kingdom of Saudi Arabia (KSA). This study proposed that the integration between the open innovation process and sustainable tourism digitalization can overcome the challenge of sustainable industry growth in the tourism industry. Therefore, this study examines the synergy of open innovation and sustainable digital transformation for sustainable industry growth. A survey questionnaire was prepared to collect data from the tourism industry employees. Three hundred questionnaires were analysed by using Structural Equation Modeling (SEM). It is observed that the synergy of open innovation and sustainable digital transformation is most critical to promoting sustainable industry growth. The combination of external knowledge and internal innovation leads to the development of new ideas for commercialization. Promoting commercialization can enhance sustainable tourism digitalization causes to promote sustainable growth. This study suggested that tourism industry management of KSA to introduce open innovation practices and digital tourism to enhance industry growth.
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