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

The tourism sector faces increasing pressure to adopt sustainable practices due to growing environmental concerns and globalization. This paper addresses the need for research exploring the interplay between sustainable supply chain strategies, digital transformation, and blockchain technology in achieving a sustainable competitive advantage within the tourism industry. The increasing demand for environmental protection necessitates that tourism firms integrate sustainability into their operations. A sustainable supply chain strategy (SSCS) is crucial for achieving sustainability goals and safeguarding the environment. However, the complexity of tourism supply chains requires innovative technologies to streamline operations and enhance efficiency. Blockchain technology (BCT) has emerged as a promising tool for improving transparency, traceability, and efficiency in supply chains. Furthermore, digital transformation (DT) plays a crucial role in facilitating the adoption and integration of BCT into sustainable supply chain practices (SSCP). This research aims to understand the relationships among SSCS, BCT adoption, DT, SSCP, and sustainable competitive advantage (SCA), addressing a gap in existing literature by examining the mediating and moderating effects of these variables on the relationship between SSCS and SCA.

The paper draws upon the resource-based view (RBV) theory, which posits that firms gain competitive advantage through the unique and non-imitable resources and capabilities they possess. It also incorporates the Technology-Organization-Environment (TOE) framework, which explores factors influencing technology adoption. The literature review highlights the growing importance of SSCS in achieving competitive advantage, with studies demonstrating the positive impacts of sustainable strategies on environmental performance and overall firm value. Existing research also emphasizes the role of BCT in enhancing supply chain efficiency, traceability, and security, contributing to SCA. The literature also indicates the importance of DT in transforming business operations and enabling the adoption of new technologies, such as BCT. Finally, the review points out the significance of SSCP in achieving long-term sustainability and competitive advantage. The authors build upon these theoretical and empirical foundations to develop a comprehensive model.

This study employs a quantitative approach using a time-lagged survey design to mitigate common method bias. Data were collected from 331 hotel and resort managers in three phases over a period of several weeks. Convenience sampling was used. In the first phase, data on SSCS and DT were collected from 480 usable responses (87% response rate). The second phase, after a 20-day gap, involved collecting data on BCT adoption and SSCP from 395 respondents (82%). The final phase, again after a 20-day gap, collected data on SCA, obtaining 331 usable responses (60%). The study uses established scales to measure SSCS, BCT adoption, SCA, DT, and SSCP. Harman's single-factor test was conducted to assess common method bias, yielding a result that there was no common method bias. Reliability and validity analyses, including Cronbach's alpha and composite reliability, convergent validity, and discriminant validity, were performed to ensure the quality of the measurement scales. Structural equation modeling (SEM) using AMOS was employed to test the hypothesized relationships. Mediation and moderation analyses were also performed to evaluate the mediating role of BCT adoption and the moderating roles of DT and SSCP.

The results of the SEM analysis supported all hypotheses. First, a positive and significant relationship was found between SSCS and SCA (β = 0.374, p < 0.001), supporting H1. Second, SSCS significantly influenced BCT adoption (β = 0.537, p < 0.001), confirming H2. Third, BCT adoption positively impacted SCA (β = 0.370, p < 0.001), supporting H3. Furthermore, BCT adoption mediated the relationship between SSCS and SCA (β = 0.199, p < 0.001), confirming H3(a). Fourth, DT significantly influenced BCT adoption (β = 0.202, p < 0.001), supporting H4. The moderation analysis showed that DT positively moderated the relationship between SSCS and BCT adoption (β = 0.169, p < 0.01), supporting H4(a). Fifth, SSCP significantly influenced SCA (β = 0.251, p < 0.001), supporting H5. Finally, SSCP moderated the relationship between BCT adoption and SCA (β = 0.149, p < 0.01), confirming H5(a). The R² values for BCT adoption and SCA were 0.346 and 0.514, respectively, indicating a substantial amount of variance explained by the model. Conditional effects indicated that the relationship between SSCS and BCT adoption strengthens when DT is high and that the relationship between BCT adoption and SCA strengthens when SSCP is high.

The findings of this study offer valuable insights into the factors driving SCA in the tourism sector. The positive relationship between SSCS and SCA highlights the importance of integrating sustainability into business strategies. The mediating role of BCT adoption emphasizes the role of technology in translating sustainable strategies into improved performance. The moderating effects of DT and SSCP show the importance of a strong digital infrastructure and effective sustainable practices in realizing the benefits of BCT adoption. The results support the RBV theory, demonstrating how strategic resources, like sustainable practices and technologies, contribute to a competitive advantage. This research contributes to the existing literature by examining the complex interplay of sustainability, digital transformation, and blockchain technology in the context of the tourism sector. These results have significant implications for both academics and practitioners.

This study provides strong evidence that a sustainable supply chain strategy positively influences sustainable competitive advantage in the tourism sector. The mediating role of blockchain technology adoption and the moderating effects of digital transformation and sustainable supply chain practices were clearly demonstrated. Future research could explore the impact of consumer perceptions on sustainable practices, use alternative research methodologies such as case studies for deeper insights, and examine firm-level capabilities and barriers that may affect BCT adoption efficiency.

The study relies on survey data from a specific region, potentially limiting the generalizability of the findings to other contexts. The cross-sectional nature of the data limits the ability to establish causal relationships. Future research could address these limitations by using longitudinal data, exploring diverse geographical contexts, and potentially incorporating qualitative data to complement the quantitative findings.