Evaluating the rationale underpinning digital technology integration among tourism micro-enterprises in a developing country: business owners' perspectives

This study explores the rationale behind digital technology integration among tourism micro-enterprises in Malaysia. Using an exploratory qualitative approach, in-depth interviews were conducted with 18 micro-entrepreneurs across various tourism sub-sectors. Thematic analysis identified five key themes: market expansion, operational efficiency, enhanced customer experience, skill development and knowledge sharing, and revenue growth. Findings reveal that technology adoption, initially driven by necessity, has evolved into a strategic response to industry volatility, changing consumer behaviour, and the growing digital service economy. Micro-entrepreneurs increasingly utilize digital platforms to expand market reach, streamline operations, personalize customer experiences, and adapt to social media-driven tourism trends. This study contributes to tourism and entrepreneurship literature by highlighting digital technology integration as a vital mechanism for resilience, innovation, adaptability, and competitiveness within the evolving tourism ecosystem.