Digital Transformation for business model change: insights from a case study in China

Despite a growing body of research on Digital Transformation, the processes and mechanisms needed to sustain its performance and effectively coordinate human with emerging technologies (such as artificial intelligence (AI) and robotics) remain underexplored. Drawing on an in-depth case study of HotelCo, a globally renowned Chinese hospitality firm, this study examined a successful Digital Transformation journey that enabled the firm to thrive through a digitally adapted model in China. By revealing three interconnected mechanisms and their outcomes, this research contributes to the Digital Transformation and business model innovation literature while offering practical insights for hospitality firms to navigate the Digital Transformation process.