Abstract: Abstract The present study investigates the way strategic agility underpins digitalization and customer value outcomes in tourism. Drawing on an abductive logic, in-depth interviews were carried out with 34 managers of tourism organizations in Cyprus. The findings highlight the role of three interrelated agility capabilities - customer, partnering, and operational - in enabling tourism organizations to leverage digital technologies to produce and/or deliver customer value, while responding to tensions inherent within each agility dimension. Cus...
(read more)