The impact of digital technology application on business performance of Vietnamese tourism startups

Abstract

In the context of the Industrial Revolution 4.0, Vietnam's tourism industry is undergoing profound changes, with tourism startups playing an increasingly important role. This study aims to assess the impact of digital technology application on the business performance of tourism startups in Vietnam. Regarding methodology, the author employed quantitative methods with cross-sectional surveys, collecting data from 200 tourism startups through online questionnaires. The measurement scales were validated through Cronbach's Alpha reliability tests and Exploratory Factor Analysis (EFA). A linear regression model was used to analyze the relationship between independent and dependent variables, after testing assumptions about multicollinearity, heteroscedasticity, and normal distribution of residuals. The research results show that five factors of digital technology application, including technology infrastructure investment (β=0.399), employees’ digital capabilities (β=0.200), internal management applications (β=0.194), marketing and promotion (β=0.140), and customer data integration (β=0.198), positively impact tourism startups' business performance. The study proposes solutions to promote comprehensive digital transformation, contributing to enhancing the competitiveness of Vietnamese tourism startups in the digital age.