Samenvatting

This report addresses the pressing issue of digital readiness among small and medium-sized enterprises (SMEs) in the hospitality industry in The Netherlands. The research explores the barriers and enablers of digital adoption and aims to identify strategies to enhance digital readiness. The significance of this study lies in the crucial role of hospitality SMEs in the Dutch economy and the current challenges the industry is facing, making their digital transformation vital for industry success. The research employs a mixed-methods approach, combining secondary data analysis with primary research through interviews and a survey. The findings highlight varying degrees of technological advancement among SMEs, with digital tools perceived as important mostly for cost efficiency and customer satisfaction. Barriers to adoption include financing, skills shortage, and resistance to change. Successful strategies involve collaboration, training programs, motivation, cost-benefit analysis, and detailed planning. Based on the analysis, a comprehensive digital readiness framework is proposed, incorporating assessment, strategy development, stakeholder engagement, implementation, and evaluation. The framework provides flexibility and adaptability for SMEs, utilizing a renowned change management model. The study contributes to the limited literature on digital readiness in the hospitality industry and offers insights for policymakers, stakeholders, and SMEs aiming to enhance their digital capabilities. It is anticipated that this research will stimulate further investigation in this evolving field.