Sustainable supply chain, digital transformation, and blockchain technology adoption in the tourism sector

This paper seeks to examine the influence of sustainable supply chain strategy (SSCS) on sustainable competitive advantage (SCA) by considering the mediating role of blockchain technology (BCT) adoption and the moderating role of Digital Transformation (DT) and sustainable supply chain practices (SSCP). Drawing upon the resource-based view theory, we empirically tested our model using a sample of 331 hotel and resort managers, and a quantitative approach was used. The results revealed that BCT adoption mediates the relationship between SSCS and SCA. They further explain that DT significantly moderates the relationship between the SSCS and BCT adoption, whereas SSCP significantly moderates the relationship between the BCT adoption and SCA. All research objectives are successfully obtained. As a result, firms must not only adopt sustainable strategies, but also adopt advanced technologies and transformative practices in order to maintain a competitive advantage in today's dynamic market landscape. The findings of this study hold significant implications for both theory and practice, providing strategic insights for organizations seeking to improve their competitive positioning by embracing sustainable strategies and technologies.

Muddassar Sarfraz, Kausar Fiaz Khawaja, Heesup Han, Antonio Ariza-Montes, Juan Manuel Arjona-Fuentes