Previous research has yet to fully explore the mechanisms through which digital platforms shape the performance of tourism small and medium enterpirses (SMEs). This study, guided by the organizational learning theory, hypothesizes that engagement with digital platforms impacts tourism SMEs' business outcomes primarily through the enhancement of capabilities, specifically marketing and innovation. This study conducted an online survey involving 316 Bed and Breakfast (B&B) owners and supplemented it with semi-structured interviews of 21 owners. The findings reveal that both the intensity of participation (measured by the allocation of human resources to digital platform management) and the diversity of participation (indicated by the number of platforms used) positively correlate with business performance, specifically, revenue per available room. This effect is mediated by marketing capability. Additionally, our results emphasize the valuable role of social media platforms in elevating B&Bs' competitiveness. We provide both theoretical perspectives and practical suggestions based on our findings.

中文翻译：

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调查数字平台参与对 B&B 绩效的影响：组织学习的角度


以往的研究尚未充分探讨数字平台塑造旅游中小企业绩效的机制。本研究以组织学习理论为指导，假设数字平台的参与主要通过增强能力（特别是营销和创新）来影响旅游中小企业的业务成果。本研究对 316 名住宿加早餐 (B&B) 业主进行了一项在线调查，并对 21 名业主进行了半结构化访谈。研究结果表明，参与强度（通过数字平台管理的人力资源分配来衡量）和参与多样性（通过使用的平台数量来衡量）与业务绩效（特别是每个可用房间的收入）呈正相关。这种效应是由营销能力调节的。此外，我们的结果强调了社交媒体平台在提升 B&B 竞争力方面的宝贵作用。我们根据我们的发现提供理论观点和实践建议。