An Adoption of IoT in tourism industry using the SDL analysis approach An Integrative review
Keywords:Co-Creation, IoT, Service innovation, Tourism Industry, MSME
The purpose of this study is to present an integrative review of IoT adoption for improved performance of the tourism industry examined based on the concept of interaction and value co-creation of SDL. In addition, the study presents an overview and role of customer engagement and creation along with its relevance in the development of the tourism industry in MSME organizations.
Integrative review of tourism industry management literature (MSME) with a focus on innovation capabilities and co-creation processes. The study then identified the role and benefits of implementing IoT in the establishment of the tourism industry's MSME organizational strategy with a framework focused on the process of empowering technology-organizational and customer integration. The study of integrative literature begins with a focused search on the role of IoT in the industry and is linked to supporting variables of service innovation and marketing performance of the tourism industry. The stages implemented start from determining publish or perish software as a tool to help and facilitate the search for keywords, with the specifications of indexed Scopus. The search process is categorized in several stages, namely: Search according to keywords Value Co-creation, Internet of Things Adoption, Service Innovation; Searches based on article titles and keywords; Previous research in the period 2017-2021.
Modalities in the tourism industry's MSME performance development strategy between products, holistic services and IoT processes, with the support of shared value creation demonstrate a change in attitudes, appropriate technologies, dominant logic or ideologies that support the development of organizational performance, including increasing profits, social influences, comfort, and perceived benefits. The reasons for the importance of IoT adoption are namely the ease of technological adaptation, price stability, minimal risk and unlimited space and time. SDL theory provides a platform to discuss relational processing and transactional IoT acceptance in the tourism industry particularly MSME. Transactional characteristics vary between organizations, industries and customers based on several major categories including differences in conditions, supporting factors, success of sustainability processes, the dominant logic used in overcoming challenges and obstacles.
Practical Implications: With IoT adoption for the tourism industry MSME there is a shared value-creating experience between organizations, customers and partners. It is increasingly clear that companies need to move quickly by partnering with customers through co-creation activities to improve value creation towards managing customer experience as part of a market sustainability strategy.
Originality/value: The synergies of this integrative study develop framework innovations using co-creation characteristics that consolidates the stages of value creation and provide support for the mapping of appropriate technologies in the tourism industry's MSME. It also provides opportunities for future research on shared value creation and articulates IoT in B2B, B2C, C2C relationships.
This study cannot be separated from the limitations of researchers, among others in terms of review analysis approaches, it is very possible that the articles referenced are still relatively few. Second, some relevant articles may not be searched during a literature search. This is due to limited access to the journal. The third limitation concerned with the choice of keywords for literature search is also still relatively few. This study provides an opportunity for future research, especially in expanding references and keywords that properly represent IoT adoption in other MSMEs.
Integrative review literature methods as stated by Zhang, et al. (2021) identify several phases in the research stage, reflecting different theoretical perspectives. The highest phase of integration emphasizes the need to expand the IoT adoption approach applied in MSMEs. This integrative perspective is at the core of several theoretical approaches applied to the marketing approach of tourism MSMEs.
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