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Tourism: An International Interdisciplinary Journal, Vol. 73 No. 3, 2025.

Original scientific paper

https://doi.org/10.37741/t.73.3.5

Multilevel Investigation of Higher Tourism Education Service Quality in the Digital Era: Integrating SAMR Framework and Technology Affordance Theory

Chai Ching Tan ; International College, National Institute of Development Administration, Nawamindradhiraj Building, Klonbchan Bangkapi, Bangkok, Thailand
Heba Atef El-Akhras ; Tourism Studies Department, Faculty of Tourism and Hotels, Suez Canal University, Ismailia, Egypt
Marwa Ali Abd El-Wahab ; Tourism Studies Department, Faculty of Tourism and Hotels, Suez Canal University, Ismailia, Egypt
Elham Gharib Saghier ; Tourism Studies Department, Faculty of Tourism and Hotels, Suez Canal University, Ismailia, Egypt
Kareem M. Selem ; Hotel Management Department, Faculty of Tourism and Hotels, Suez Canal University, Ismailia, Egypt *

* Corresponding author.

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Abstract

Digital transformation poses significant challenges for higher education institutions in tourism education, where technological integration is crucial. Leveraging the technology affordance theory lens, a multilevel framework posits the concepts of substitution, augmentation, modification, and redefinition (SAMR) as key principles. This model represents a progressive and transformative approach that educators can utilize through digital tools to enhance the quality of educational services by making strategic investments aligned with the needs of digital transformation. Data was collected from 209 faculty members and 2,466 corresponding students across seven Egyptian tourism colleges. Multilevel structural equation modelling results revealed that digital transformation requirements have a positive influence on the enhancement and transformation stages of SAMR, thereby improving educational service quality. Findings demonstrate how institutional requirements shape faculty members' actualization of technological affordances across the SAMR stages, progressing from essential substitution to transformative redefinition.

Keywords

digital transformation; multilevel analysis; higher education services; tourism students; technology affordance theory

Hrčak ID:

333715

URI

https://hrcak.srce.hr/333715

Publication date:

15.7.2025.

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