Digital Transformation Challenges at a Small Ryokan in Arima Onsen:
For small and medium-sized accommodation businesses, where improving productivity is a major challenge, introduction of digital transformation (DX) is considered to be one of the critical means to achieve this goal. However, due to limited resources and networks, the best approach to successful impl...
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| Main Author: | |
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| Format: | Article |
| Language: | Japanese |
| Published: |
Japan Marketing Academy
2025-06-01
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| Series: | Maketingu Janaru |
| Subjects: | |
| Online Access: | https://www.jstage.jst.go.jp/article/marketing/45/3/45_2025.038/_html/-char/en |
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| Summary: | For small and medium-sized accommodation businesses, where improving productivity is a major challenge, introduction of digital transformation (DX) is considered to be one of the critical means to achieve this goal. However, due to limited resources and networks, the best approach to successful implementation of DX remains unclear. The recent increase in inbound tourists has also provided an opportunity to deliver higher value to customers whose consumption behaviors differ from those of the past. This study focuses on Goshoboh, a small ryokan in Arima Onsen, which has enhanced its productivity and added value by flexibly developing available resources and networks over time and implementing various DX initiatives. These include diversification of dining options, digitalization of hospitality services, and provision of digital experiential content. Analyzing the company’s initiatives from the perspective of effectuation suggests that entrepreneurs may have strengths and weaknesses in applying the five principles of effectuation, and that the effectiveness of these principles may vary depending on the environment around the entrepreneur. |
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| ISSN: | 0389-7265 2188-1669 |