Title: Using multicriteria decision analysis to evaluate the effect of digital transformation on organisational performance: evidence from Greek tourism SMEs

Authors: Dimitrios Mitroulis; Fotis Kitsios

Addresses: School of Information Sciences, Department of Applied Informatics, University of Macedonia, Thessaloniki, Greece ' School of Information Sciences, Department of Applied Informatics, University of Macedonia, Thessaloniki, Greece

Abstract: The phenomenon of digital transformation has changed the traditional economy, leading to valuable changes in the tourism industry. The implementation of new digital technologies could enable tourism firms' transformation and improve organisational performance. Although the prior literature discusses the benefits of digital transformation, the measurement of its impact on organisational performance is still vague. Thus, the aim of this study is to evaluate the level of CEOs, CIOs and other senior executives' satisfaction from digital transformation and its effects on performance. A multicriteria user satisfaction analysis was applied to measure executives' satisfaction. The results revealed that the average level of overall satisfaction is high indicating that CIOs and other senior executives are somehow satisfied regarding the effects of digital transformation on organisational performance in the Greek tourism industry. However, they should pay attention to some aspects in order to improve strategic planning of digital transformation and increase the organisational performance.

Keywords: digital transformation; digital technologies; organisational transformation; digital innovation; multicriteria satisfaction analysis; MUSA; tourism industry.

DOI: 10.1504/IJDSS.2019.104569

International Journal of Decision Support Systems, 2019 Vol.4 No.2, pp.143 - 158

Received: 26 Jun 2019
Accepted: 26 Sep 2019
Published online: 20 Jan 2020 *

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