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An employee perspective on digital transformation
CELTH invests in future-proof knowledge development together with knowledge partners. CELTH also helps a few PhD students to conduct scientific research. Annemiek van der Schaft is one of these researchers, and her new research provides insight into the perception of employees involved in organisational development processes at tour operators.
Certainly, considering the ongoing digital transformation, it is important for tour operators to involve their employees in this. Based on various change management models, knowledge about digital transformation in organisations and a theory called “Construal Level Theory”, this article explains how employees navigate in this sometimes-chaotic situation.
As it turns out, it is not the technical side of the change that people are most concerned about. Digitisation creates a whole new balance in relationships between groups of employees, and this new balance is not always easy to achieve. In addition to well-planned change processes and taking the right change steps, the increasing tension in the social environment at work causes a deeper change that often leads to misunderstood resistance.
Read in the article how organisations and employees deal with finding the future-proof balance between the love for travel and the development of e-commerce and data-driven business.
Journal of Hospitality & Tourism Research: “How Employees Experience Digital Transformation: A Dynamic And Multi-Layered Sensemaking Perspective”
