This research aimed to examine the role of cloud infrastructure capabilities of tourism small and medium-sized enterprises (SMEs) in the tourism supply chain, increasing the online consumption value of tourists.
This study uses stratified random sampling. A value model was formulated, and the study distributed 2,000 surveys; 412 valid responses were received and analyzed using the structural equation modeling approach.
The cloud-based architecture provides tourism SMEs a competitive advantage in the dynamic tourism market and the ability to develop next-generation system capabilities while providing tourism SMEs with a new application foundation to adapt to the ever-changing tourism market.
For tourism SEMs, the cloud allows adjusting strategies and procedures for tourism supply chain management; this agility enables tourism SMEs to anticipate changes in the travel market and respond to changing consumer demands in the tourism industry.
