Abstract
The digital transformation imperative requires hospitality and tourism firms to rapidly build and continuously upgrade the competitiveness of specific digital transformation and digital business capabilities. Using thematic and quantitative content analysis of online curricula artifacts from top-ranked universities globally, we investigate the extent to which these digital capabilities are integrated into hospitality and tourism management curricula, as well as the approaches to their integration. We add to the literature by providing empirical evidence of integration levels, by identifying various curricula integration approaches, and by discussing their integration strengths and weaknesses. Finally, we contribute to the industry's readiness for digital transformation.
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