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Author(S): Md. Sohan Ali* and Md. Maksudur Rahaman

Abstract: 

This study examines digital transformation in tourism governance in Bangladesh by evaluating policy readiness and implementation effectiveness through a mixed-method approach. Drawing on both Institutional Theory and the Technology Acceptance Model (TAM), the research investigates how policy frameworks, institutional capacity, and stakeholder adoption interact to shape digital transformation outcomes. Quantitative data was collected from 250 respondents using a structured questionnaire, while qualitative insights were obtained through 35 semi-structured interviews with key stakeholders. The findings reveal that although digital technologies are increasingly adopted within tourism operations, policy readiness remains moderate and implementation effectiveness is comparatively weak, indicating a significant gap between policy formulation and execution. The results further highlight that digital transformation is largely driven by private-sector initiatives, while institutional fragmentation, limited technical capacity, and weak coordination hinder integration within governance systems. The triangulated analysis confirms that digital transformation in Bangladesh’s tourism sector is progressing in a fragmented manner rather than as part of a coherent policy-driven strategy. The study contributes to literature by shifting the focus from technology-centric perspectives to a governance-oriented analysis of digital transformation and provides practical implications for policymakers. It recommends the development of integrated policy frameworks, strengthening institutional capacity, and enhancing coordination mechanisms to achieve effective digital tourism governance. The findings offer valuable insights for emerging economies seeking to align digital innovation with sustainable tourism development.

Keywords: Digital transformation; Tourism governance; Policy readiness; Implementation effectiveness; Institutional capacity; Mixed-method research; Bangladesh

Corresponding Author Affiliation*: Cox’s Bazar International University, Bangladesh

Print ISSN: 2616-518X; Online ISSN: 2616-4701

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