The Impact of Digital Competence Dimensions on the evelopment of Digital
DOI:
https://doi.org/10.65421/jshd.v2i4.381Keywords:
Digital Competence, Digital Empowerment, Digital Leadership, Digital Marketing, Customer Attraction, Customer Engagement, Customer RetentionAbstract
The current study aims to identify the impact of digital competence dimensions on the development of digital marketing through an exploratory study of the views of a sample of administrative leaders in hotel organizations in the Kurdistan Region of Iraq. The present study investigates the problem of limited effectiveness in digital marketing within hotel organizations, which may be attributed to the insufficient adoption of digital competence dimensions. In this context, the research problem is articulated through the following central question: To what extent do digital competence dimensions influence the development of digital marketing in the hotel organizations under investigation?
To address this research problem, data were collected using a structured questionnaire as the primary instrument for data collection. The study employed a descriptive-analytical approach to examine the research variables and analyze the data using appropriate statistical methods. The study sample comprised 147 administrative leaders and employees working in hotel organizations in the Kurdistan Region of Iraq.
The findings indicated that the overall level of digital competence in the hotel organizations under investigation was moderate, suggesting a certain degree of adoption of digital skills and technologies in work-related activities. Nevertheless, this level highlights the need to further strengthen the integration of digital culture, digital empowerment, digital leadership, and digital citizenship to enhance organizational efficiency and support the development of digital marketing practices.
Based on these findings, the study recommends adopting an integrated strategic framework for developing digital competence in hotel organizations. This framework should incorporate digital culture, digital empowerment, digital leadership, and digital citizenship, with clearly defined objectives for each dimension and explicit alignment with organizational priorities, operational requirements, and digital marketing development goals. Furthermore, digital practices should be integrated into a coherent organizational strategy rather than implemented as isolated and fragmented initiatives.
