UNCOVERING THE CAUSAL STRUCTURE OF DIGITALIZATION BARRIERS

This study explores why small and medium-sized hotels struggle to adopt digital technologies. Using expert opinions and two analysis methods (AHP and DEMATEL), the research identifies the main barriers to digitalization and how these barriers influence each other. Although technology problems like data security and weak IT systems seem to be the most significant issues, the real causes are deeper. The study finds that a lack of skilled staff and weak leadership support are the fundamental problems, leading to financial and technical difficulties. The results help hotel managers understand what issues to fix first, so they can build stronger digital systems and stay competitive in the market.