An Exploratory Study of the Influence Between Stakeholders Orientation, Strategic Capabilities, and Shared Value Creation towards Competitiveness through Digital Business Strategies in Banten Cultural Tourism Destination

Abstract

Titus Indrajaya, Dwi Kartini, Umi Kaltum, Asep Mulyana, Kadek Wiweka.

The development of digital business is predicted to develop rapidly along with advances in information technology, including in the tourism sector. This study aims to prove the influence between stakeholder orientation, strategic capability, and shared value creation on competitiveness through digital business strategies in cultural tourism destinations in Banten Province. Cultural tourism destinations are the unit of analysis in this study, while the observation unit is the tourism stakeholder in eight cities in Banten Province, totaling 322 respondents. This type of research is descriptive verification, where the method used is a descriptive survey in a case study with hypothesis testing analysis. The method used in this research is survey method and quantitative method. The author uses structural Equation Modeling (SEM) using Lisrel software in data processing. This study shows an influence between stakeholder orientation, strategic capability, and shared value creation on competitiveness through digital business strategies in cultural tourism destinations. This study can also be a reference for tourism agencies throughout Indonesia to create a strategy for the competitiveness of cultural tourism destinations through digital business strategies. This research is expected to contribute to the development of business management science, especially in strategic management. Besides, this research is expected to encourage Banten Province as a digital-based cultural destination in terms of digital business strategy. The limitation of this study is that the locus used only represents Banten Province. Therefore, further research can be implemented in the broader scope area.