ENHANCING TOURISM INNOVATION THROUGH DISRUPTIVE TECHNOLOGY AND STRATEGIC ALLIANCES: EVIDENCE FROM POPULAR DESTINATIONS IN WEST JAVA

ENHANCING TOURISM INNOVATION THROUGH DISRUPTIVE TECHNOLOGY AND STRATEGIC ALLIANCES: EVIDENCE FROM POPULAR DESTINATIONS IN WEST JAVA

The research objects focus on the following construct:
1. Disruptive technology
2. tourism innovation
3. Strategic alliances
4. Local cultural engagement

This study employs a quantitative, explanatory survey design to investigate the role of disruptive technology and strategic alliances in fostering tourism innovation in popular destinations in West Java. This approach is chosen to quantify relationships between variables and to provide a clear explanatory framework for understanding the impact of these factors on tourism innovation. The primary instrument used for data collection is a structured questionnaire, utilizing a nine-point (1 – 9) Likert scale to measure respondents' perceptions and attitudes. The questionnaire encompasses various indicators related to disruptive technology (enhanced visitor experience, operational efficiency, sustainability impact, employee productivity, and accessibility) and strategic alliances (compatible goals, complementary skills, cooperative cultures, and commensurate risk). A pilot test was conducted to ensure the validity and reliability of the instrument, involving a small sample of respondents similar to the study population.

The unit of analysis for this study comprises approximately 310 popular tourist destinations in West Java. These destinations were selected based on their popularity and significance to the region's tourism industry. Data collected from the survey were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). This method was chosen due to its suitability for analyzing complex models and its ability to handle small to medium-sized samples effectively. The analysis involved two main stages: the measurement model and the structural model. The measurement model assessed the reliability and validity of the constructs, while the structural model evaluated the hypothesized relationships between disruptive technology, strategic alliances, and tourism innovation. The PLS-SEM approach provided robust insights into the direct and moderating effects of local cultural engagement on the studied relationships, offering a comprehensive understanding of the factors driving tourism innovation in West Java.