Kayhan Tajeddini is Professor of Strategic Management at Sheffield Hallam University, UK. Vanessa Ratten is Associate Professor of Entrepreneurship and Innovation at La Trobe Business School, La Trobe University, Australia.Thorsten Merkle is Professor at the University of Applied Sciences of the Grisons FHGR, Switzerland.

"This carefully edited book examines details and effects of digitalisation on the tourism and hospitality industry from a number of perspectives. The authors of the chapters, each in their own way, allow the reader to understand the implications of Tourism 4.0 on business strategy as well as on the industry as a whole." — Professor Michael Ottenbacher, Kansas State University"This book, edited by Ratten, Tajeddini and Merkle provides an excellent insight into the digital transformation impacting the tourism and hospitality industries. It helps businesses and individuals understand the disruptive forces in play, the need for innovation, and how to keep ahead of the curve." — Dipra Jha, Director of Global Engagement and Associate Professor of Practice, Hospitality, Restaurant and Tourism Management, University of Nebraska - Lincoln"The Fourth Industrial Revolution blurring physics, biology, information and communication technologies into new collective cyber-physical systems brings unraveled challenges to business and society. This book showing how to turn these challenges into strategic opportunities in the context of hospitality and tourism organizations thriving at the forefront on customer value creation is a "must have" for current and aspiring managers. It adopts an eclectic approach to current issues emerging with innovation and technological advancements, while rooting the theoretical reflection deeply into classical strategic management framework developed by Michael Porter. This book provides a unique forward-looking overview of what it takes to strategize, improve organizational performance and sustain competitive advantage by revolutionizing the business boundaries. Get it now!" — Evelina Gillard, Senior Lecturer at César Ritz Colleges, Switzerland and University of Derby, UK"Digital technologies have significant impact on the tourism and hospitality industries since they fundamentally change the traditional roles of service providers and guests. For both practice and academia, this book is an excellent navigator since it allows identifying and using the opportunities arising. Students will benefit from the book since it helps them build a broad understanding of the challenges at hand, allowing them to take on a leading role as agents of change in their future positions." — Andreas Deuber, Director Institute for Tourism and Leisure, HTW Chur"This carefully edited book examines the effects of digitalization on the tourism and hospitality industries from several perspectives. The various approaches and topics in each of the chapters provide a holistic understanding of what digital transformation means and how it will affect the tourism and hospitality industries… This book is a valuable resource for businesses and individuals involved in tourism and hospitality industries to understand the nature of disruptive technological forces, the need for innovation, and how to keep ahead of the learning curve. At the same time, it is a useful resource to initiate theoretically rigorous interdisciplinary research focusing on tourism, hospitality, strategic management and marketing." ─ South Asian Journal of Tourism and Hospitality, Volume 1, Issue 1, 2019

• 1. Tourism, Hospitality and Digital Transformation: The Relevance for Society 2. Digitalization in the Hotel Industry 3. Change Management and Leadership in the Fourth Industrial Revolution 4. Love is the Bridge between You and Everything: Relationships of Identity, Experience, and Benevolence to Travelers’ Loyalty and Willingness to Purchase 5. Understanding organizational agility: evidence from the hotel industry in Iran 6. The Application of Theories about Capital Structure: Packing Order, Trade-off and Signaling in the Hotel Units in Portugal 7. Do Customers Really Matter? Effect of Customer Orientation on Innovativeness: Evidence from Hotel Industry in Poland 8. Destination Functional Attributes and Tourists’ Revisit Intention to Sri Lanka’s Pasikuda: A Critical Role of Destination Brand Equity 9. Digital Application: Evidence from Zurich Airport 10. Innovation in Tourism Destination Marketing 11. Surf Tourism Knowledge System: A Conceptual Approach

Kayhan Tajeddini is Professor of Strategic Management at Sheffield Hallam University, UK. Vanessa Ratten is Associate Professor of Entrepreneurship and Innovation at La Trobe Business School, La Trobe University, Australia.Thorsten Merkle is Professor at the University of Applied Sciences of the Grisons FHGR, Switzerland.

"This carefully edited book examines details and effects of digitalisation on the tourism and hospitality industry from a number of perspectives. The authors of the chapters, each in their own way, allow the reader to understand the implications of Tourism 4.0 on business strategy as well as on the industry as a whole." — Professor Michael Ottenbacher, Kansas State University"This book, edited by Ratten, Tajeddini and Merkle provides an excellent insight into the digital transformation impacting the tourism and hospitality industries. It helps businesses and individuals understand the disruptive forces in play, the need for innovation, and how to keep ahead of the curve." — Dipra Jha, Director of Global Engagement and Associate Professor of Practice, Hospitality, Restaurant and Tourism Management, University of Nebraska - Lincoln"The Fourth Industrial Revolution blurring physics, biology, information and communication technologies into new collective cyber-physical systems brings unraveled challenges to business and society. This book showing how to turn these challenges into strategic opportunities in the context of hospitality and tourism organizations thriving at the forefront on customer value creation is a "must have" for current and aspiring managers. It adopts an eclectic approach to current issues emerging with innovation and technological advancements, while rooting the theoretical reflection deeply into classical strategic management framework developed by Michael Porter. This book provides a unique forward-looking overview of what it takes to strategize, improve organizational performance and sustain competitive advantage by revolutionizing the business boundaries. Get it now!" — Evelina Gillard, Senior Lecturer at César Ritz Colleges, Switzerland and University of Derby, UK"Digital technologies have significant impact on the tourism and hospitality industries since they fundamentally change the traditional roles of service providers and guests. For both practice and academia, this book is an excellent navigator since it allows identifying and using the opportunities arising. Students will benefit from the book since it helps them build a broad understanding of the challenges at hand, allowing them to take on a leading role as agents of change in their future positions." — Andreas Deuber, Director Institute for Tourism and Leisure, HTW Chur"This carefully edited book examines the effects of digitalization on the tourism and hospitality industries from several perspectives. The various approaches and topics in each of the chapters provide a holistic understanding of what digital transformation means and how it will affect the tourism and hospitality industries… This book is a valuable resource for businesses and individuals involved in tourism and hospitality industries to understand the nature of disruptive technological forces, the need for innovation, and how to keep ahead of the learning curve. At the same time, it is a useful resource to initiate theoretically rigorous interdisciplinary research focusing on tourism, hospitality, strategic management and marketing." ─ South Asian Journal of Tourism and Hospitality, Volume 1, Issue 1, 2019

• 1. Tourism, Hospitality and Digital Transformation: The Relevance for Society 2. Digitalization in the Hotel Industry 3. Change Management and Leadership in the Fourth Industrial Revolution 4. Love is the Bridge between You and Everything: Relationships of Identity, Experience, and Benevolence to Travelers’ Loyalty and Willingness to Purchase 5. Understanding organizational agility: evidence from the hotel industry in Iran 6. The Application of Theories about Capital Structure: Packing Order, Trade-off and Signaling in the Hotel Units in Portugal 7. Do Customers Really Matter? Effect of Customer Orientation on Innovativeness: Evidence from Hotel Industry in Poland 8. Destination Functional Attributes and Tourists’ Revisit Intention to Sri Lanka’s Pasikuda: A Critical Role of Destination Brand Equity 9. Digital Application: Evidence from Zurich Airport 10. Innovation in Tourism Destination Marketing 11. Surf Tourism Knowledge System: A Conceptual Approach

Kayhan Tajeddini is Professor of Strategic Management at Sheffield Hallam University, UK. Vanessa Ratten is Associate Professor of Entrepreneurship and Innovation at La Trobe Business School, La Trobe University, Australia.Thorsten Merkle is Professor at the University of Applied Sciences of the Grisons FHGR, Switzerland.

"This carefully edited book examines details and effects of digitalisation on the tourism and hospitality industry from a number of perspectives. The authors of the chapters, each in their own way, allow the reader to understand the implications of Tourism 4.0 on business strategy as well as on the industry as a whole." — Professor Michael Ottenbacher, Kansas State University"This book, edited by Ratten, Tajeddini and Merkle provides an excellent insight into the digital transformation impacting the tourism and hospitality industries. It helps businesses and individuals understand the disruptive forces in play, the need for innovation, and how to keep ahead of the curve." — Dipra Jha, Director of Global Engagement and Associate Professor of Practice, Hospitality, Restaurant and Tourism Management, University of Nebraska - Lincoln"The Fourth Industrial Revolution blurring physics, biology, information and communication technologies into new collective cyber-physical systems brings unraveled challenges to business and society. This book showing how to turn these challenges into strategic opportunities in the context of hospitality and tourism organizations thriving at the forefront on customer value creation is a "must have" for current and aspiring managers. It adopts an eclectic approach to current issues emerging with innovation and technological advancements, while rooting the theoretical reflection deeply into classical strategic management framework developed by Michael Porter. This book provides a unique forward-looking overview of what it takes to strategize, improve organizational performance and sustain competitive advantage by revolutionizing the business boundaries. Get it now!" — Evelina Gillard, Senior Lecturer at César Ritz Colleges, Switzerland and University of Derby, UK"Digital technologies have significant impact on the tourism and hospitality industries since they fundamentally change the traditional roles of service providers and guests. For both practice and academia, this book is an excellent navigator since it allows identifying and using the opportunities arising. Students will benefit from the book since it helps them build a broad understanding of the challenges at hand, allowing them to take on a leading role as agents of change in their future positions." — Andreas Deuber, Director Institute for Tourism and Leisure, HTW Chur"This carefully edited book examines the effects of digitalization on the tourism and hospitality industries from several perspectives. The various approaches and topics in each of the chapters provide a holistic understanding of what digital transformation means and how it will affect the tourism and hospitality industries… This book is a valuable resource for businesses and individuals involved in tourism and hospitality industries to understand the nature of disruptive technological forces, the need for innovation, and how to keep ahead of the learning curve. At the same time, it is a useful resource to initiate theoretically rigorous interdisciplinary research focusing on tourism, hospitality, strategic management and marketing." ─ South Asian Journal of Tourism and Hospitality, Volume 1, Issue 1, 2019

• 1. Tourism, Hospitality and Digital Transformation: The Relevance for Society 2. Digitalization in the Hotel Industry 3. Change Management and Leadership in the Fourth Industrial Revolution 4. Love is the Bridge between You and Everything: Relationships of Identity, Experience, and Benevolence to Travelers’ Loyalty and Willingness to Purchase 5. Understanding organizational agility: evidence from the hotel industry in Iran 6. The Application of Theories about Capital Structure: Packing Order, Trade-off and Signaling in the Hotel Units in Portugal 7. Do Customers Really Matter? Effect of Customer Orientation on Innovativeness: Evidence from Hotel Industry in Poland 8. Destination Functional Attributes and Tourists’ Revisit Intention to Sri Lanka’s Pasikuda: A Critical Role of Destination Brand Equity 9. Digital Application: Evidence from Zurich Airport 10. Innovation in Tourism Destination Marketing 11. Surf Tourism Knowledge System: A Conceptual Approach