National Cultures in Times of Digital Transformation of the Travel Industry: Qualitative Exploration of Effects on Digital Business Models

Globalization and digitalization raise questions about the contemporary role of national culture. Investigating digital business models (BMs) in the travel industry, this study clarifies the effects of national cultures on them. Thirty-nine impactful aspects of national cultures— 25 institutional and 14 ideational—are identified based on qualitative research. These aspects are derived from various cross-cultural frameworks and include three newly suggested cultural dimensions. The proposed model clarifies the mechanism of the impact. The study restates the significance of national cultures in the digital era and places emphasis on the importance of both institutional and ideational sides of national cultures. The study would be helpful to practitioners in deciding on suitable places for a business opening and localizing BMs across international borders.