1. Introduction

In the context of the 21st-century information society, digital transformation is profoundly reshaping the tourism industry across various facets, including the business models and management structures of hotel organizations and tourism enterprises, the establishment and empowerment of virtual communities, and its profound influence on travel reservation methods [1-3].

Artificial intelligence and real-time analytics are driving significant changes in the travel sector, with platforms such as Booking.com and Expedia harnessing these technologies to enhance service efficiency and customer satisfaction [4-6]. This shift toward digitization has led to the emergence of dynamic virtual communities, intensifying user engagement, as evident in the strategies adopted by companies like Airbnb and TripAdvisor [7].

The most groundbreaking innovation in this sector is the integration of blockchain technology. Renowned for its inherent transparency and immutability, blockchain is revolutionizing the tourism value chain by facilitating more robust supply chain tracking and effective management, thus enhancing efficiency and sustainability [8]. This technological revolution is ushering in significant changes throughout the tourism economy, introducing new opportunities and challenges in tourism service delivery and value chain optimization [9-12]. An example of this transformation is Disney’s ‘Magic Band’ project, which employs digital tools to personalize visitor experiences [13].

Furthermore, digital transformation has proven to be a resilience-enhancing factor for the tourism industry during the COVID-19 crisis. By utilizing digital tools such as virtual tourism and online booking, enterprises have been able to maintain their operations [13-15]. This strategic shift toward technology adoption has become integral to both routine operations and crisis management.

However, this transformation also brings along potential risks and challenges. The risk of digital colonialism, coupled with the identification of gaps in technology, productivity, and regulation, necessitates a cautious approach. This underscores the fact that digital transformation is not unequivocally advantageous and demands a careful alignment of theoretical research and practical application [16].

While international academia has conducted extensive research on digital transformation in tourism, including identifying strategies for integrating technology into tourism education [17], discerning developmental trends through bibliometric analysis [15], and focusing on managing this transformation in tourism organizations [18], a gap persists between theory and practical implementation. Despite profound theoretical insights, their application remains limited [7]. Digital transformation, while revolutionary, grapples with issues related to data security, infrastructure lag, and optimization challenges, hindering the effective translation of theory into practice [2].

China’s digital transformation in tourism presents a distinctive narrative, underpinned by robust government support [19]. This support is evident in the extensive integration of digital technologies into daily routines, widespread access to personal data, and the audacious application of pioneering technologies. This unique digital landscape empowers online platforms to harness big data and artificial intelligence, thereby providing tailored and efficient travel services. Such an evolution challenges conventional tourism operations, enhancing the convenience and effectiveness of travel experiences [20]. Government initiatives further stimulate broader commercial acceptance of mobile payments and big data, infrastructure improvements, and the establishment of relevant regulations. These concerted efforts accelerate the progress of digital transformation within China’s tourism industry. However, despite significant advancements in practical applications, China needs to strengthen its academic research in the digital transformation of the tourism industry. Specifically, as practical applications continue to evolve rapidly, there is an urgent need for a robust academic theoretical framework to effectively support the advancement of digital transformation [21].

Conducting a systematic comparative review of international and Chinese contexts is crucial, as it sheds light on the distinct pathways of digital technology implementation. A comparison of these paradigms reveals the impact of cultural, socio-economic, and policy influences on technology assimilation patterns, emphasizing the importance of such analysis. This review is structured as an exhaustive exploration of current literature. It commences with an examination of international theoretical developments and empirical insights, followed by a deep dive into the unique research trends and practical applications within the Chinese context. A central observation underscores the incongruity between China’s rapid practical advancements and the comprehensive theoretical discussions prevalent in the international. This review aims to unravel the underlying reasons for these discrepancies and suggest future research directions. As a result, the paper seeks to provide valuable insights that could shape the trajectory of digital transformation in the global tourism industry. This paper unfolds in five distinct sections, with the next section providing a comprehensive review of theories and empirical findings, examining perspectives from both the International and Chinese landscapes.

2. Theories and Empirics: An Overview from the International and China

In the realm of international research, multi-faceted inquiries encompass technological innovation, socio-cultural dynamics, managerial practices, and ethical considerations. China, however, prioritizes applied technologies, including Artificial Intelligence, Virtual Reality, Augmented Reality, Big Data, and the Internet of Things. Despite its rapid advancements in applied technological domains, a discernible gap exists in China’s theoretical scholarship.

2.1. International Literature

Global scholarly discourse explores various subjects, from technological catalysts such as AI to socio-cultural repercussions and administrative obstacles. Theoretical constructs serve as the backbone, accentuating the transformative potential of emergent technologies like blockchain. Ethical dilemmas receive significant attention, complemented by empirical analyses delineating the progress and impediments of worldwide digital metamorphosis. The narrative emphasizes the imperative for agile approaches to adapt to this swiftly changing milieu.

2.1.1. Theories, Concepts, and Themes of International Literature

This section delves into the multifaceted landscape of digital transformation within the tourism sector. It encompasses various topics, including the disruptive influence of digital technologies on traditional business models, profound socio-cultural implications, and the challenges and facilitators faced by managers. It also delves into broader economic considerations, particularly the transformative potential of blockchain technology. Moreover, this exploration navigates through essential ethical considerations inherent in digital transformation. These collected perspectives offer a nuanced understanding of the trajectory of digital transformation within the tourism industry, serving as a pivotal tool for informed strategies and decision-making in an era of rapid technological progression.

One of the primary theoretical perspectives revolves around the potential of digital technologies to trigger paradigm-altering shifts, with a particular focus on the instrumental role of artificial intelligence and real-time analytics. These technological advancements act as powerful catalysts for reshaping traditional business models within the tourism industry [22]. The essence of this transformation lies in the capability of digital technologies to serve as innovative disruptors, redefining business operations, enhancing customer experiences, and introducing cutting-edge products and services. This conceptual framework has become a cornerstone for analyzing how digital technologies can be harnessed, not only to elevate operational efficiency but also to secure a competitive edge in a landscape characterized by incessant evolution [2,7,15,17].

In parallel with the business model transformation perspective, significant scholarly attention has been devoted to exploring the profound socio-cultural implications of digital transformation within tourism. It is evident that the integration of digital technologies extends beyond mere operational efficiency; it profoundly shapes tourists’ perceptions, experiences, and interactions with the tourism sector [23]. As such, concepts like the ‘techno-tourist’ and ‘digital tourist experience’ have emerged to encapsulate this transformation, emphasizing the far-reaching implications of digital technologies on tourist behavior, engagement, and expectations. These insights underscore the need for businesses to stay attuned to these changes and tailor their services accordingly.

From a managerial standpoint, identifying challenges, barriers, and enablers that influence digital transformation is of utmost importance. The application of theories such as the technology acceptance model and institutional theory provides a clear understanding of the various technological, organizational, and environmental factors that either facilitate or impede the adoption and implementation of digital technologies in tourism businesses [24]. This approach assists in delineating the hurdles that may stall the transformation process and aids in formulating strategic roadmaps to navigate the complex terrain of digital transformation effectively.

Expanding the scope from the micro-level to a macro perspective, another significant approach considers the broader economic implications of digital transformation. Scholars have rigorously examined the macroeconomic impacts of this phenomenon, including job creation, GDP growth, and regional development, taking into account the digital transition within the tourism industry [25,26]. Notably, the transformative potential of blockchain technology, renowned for its inherent transparency and immutability, has become a focal point of academic discourse. This innovative technology, with its ability to revolutionize the tourism value chain and enhance operational efficiency and sustainability, has generated considerable interest in both academic and business circles.

Additionally, the ethical implications that inevitably accompany the digital transformation process form a crucial perspective in this discourse [27]. As we navigate the digital era, concerns surrounding data privacy, security, the digital divide, and the socio-cultural ramifications of the transition process take center stage. Exploring these ethical dimensions provides a more comprehensive understanding of digital transformation, thereby ensuring a responsible and balanced approach.

2.1.2. Empirics of International Literature

International economies are driving the global shift toward digital transformation in the tourism industry. These regions, known for their robust technological infrastructure and mature digital ecosystems, have adeptly integrated advanced technologies into traditional tourism paradigms, reshaping the contemporary landscape of digital tourism [5]. These technologies include artificial intelligence, augmented reality, and personalized services. However, challenges persist, including concerns about data privacy, regulatory restrictions, reluctance toward data sharing, underdeveloped mobile payment infrastructure, and an existing digital divide. Thus, the international digital transformation landscape presents a complex interplay of innovation and challenges.

The impact of this transformation is highly visible within international tourism environments. Online intermediaries like Booking.com and Airbnb have introduced a transformative shift from traditional tourism planning and booking methods. Leveraging artificial intelligence and machine learning algorithms, these platforms provide customized recommendations that significantly enhance the user experience [4]. Simultaneously, the deployment of augmented and virtual reality technologies heralds an era of immersive tourism. Virtual explorations of globally acclaimed museums such as the Louvre and the British Museum epitomize how digital transformation has democratized access to cultural and historical treasures [7].

The international’s remarkable success in digital transformation is rooted in its dynamic and innovative ecosystem. International societies exhibit an extraordinary capacity for integrating emerging technologies by encouraging entrepreneurial initiatives and supported by sturdy infrastructure. This adaptive spirit is evident in projects like Disney’s ‘Magic Band,’ which deftly employs digital tools to craft personalized visitor experiences [13].

Nevertheless, alongside significant advancements, international economies confront formidable challenges on their journey toward digital transformation. The heightened focus on data privacy and stringent governmental legislation governing data utilization poses a conundrum for the industry [27]. While data collection propels the delivery of efficient and personalized services, it simultaneously stirs apprehensions about potential data protection and privacy violations.

In international societies, there is a heightened consciousness about digital rights, fostering hesitancy toward data sharing. This reticence, underpinned by a deep-rooted sense of individualism, may curtail the full utilization of personalized services dependent on data analytics [28].

Another substantial roadblock to comprehensive digital transformation is the inadequately evolved infrastructure for mobile payments, a cornerstone of digital economies. Despite global momentum toward cashless transactions, international societies have lagged in embracing this shift compared to their Chinese counterparts [29].

Moreover, the digital divide—where technologically privileged demographics disproportionately benefit from digital advancements—poses a significant challenge. This unequal distribution risks widening socio-economic disparities, necessitating inclusive strategies to mitigate this divide [2].

An additional concern is the technological disparity between large corporations and small and medium-sized enterprises (SMEs). While larger entities often have the capacity to invest in digital transformation, SMEs, which form a considerable portion of the tourism industry, may falter due to limited resources, consequently impeding sector-wide digital adoption [18].

2.2. Chinese Literature

Digital transformation in China’s tourism sector, more renowned for practical rather than theoretical advances, has made substantial strides. Despite significant progress in several areas, there exists a gap in theoretical engagement. Emerging research areas within the sector, including smart tourism cities, AI-enabled travel services, big data usage, and mobile and IoT technology incorporation, have attracted academic attention, shedding light on innovative developments and inherent challenges [30-31]. A discrepancy is observed between rapid practical advancements and theoretical research growth [21,32,33]. This underscores the industry’s multifaceted transformation complexities, emphasizing the need for extensive exploration [34-36]. The industry is evolving rapidly amidst significant breakthroughs and technological advancements, yet corresponding theoretical growth remains unfulfilled.

The phenomenon of Artificial Intelligence (AI)-infused personalized travel services is prompting a radical shift within China’s tourism industry. These services rely on sophisticated algorithms that meticulously analyze individual tourist behaviors and preferences. Consequently, they yield highly personalized travel recommendations, marking a significant departure from the conventional capabilities of traditional travel agencies [20,32]. Beyond this, China’s application of AI extends to customer service, evidenced by the deployment of AI chatbots in various hospitality establishments. These intelligent chatbots, continually refined and improved through machine learning, handle customer inquiries and facilitate more enhanced interactions, significantly enriching the customer service landscape [37].

In addition to AI, China’s digital transformation is uniquely characterized by the extensive utilization of Virtual Reality (VR) and Augmented Reality (AR) technologies. Instead of limiting these technologies to gaming or entertainment realms, they have been strategically employed to enrich marketing strategies and enhance on-site experiences. One notable application of this is the offering of virtual tours by museums. By leveraging VR and AR technologies, these establishments provide virtual access to their exhibits, an innovation that enhances the visitor experience while expanding the museums’ reach to potential global visitors [21].

The transformative role of big data in China’s digital journey is also of considerable significance. The sheer volume and variety of data generated within the tourism sector can be harnessed to derive valuable insights into customer behavior, preferences, and trends. Through big data analytics, travel service providers can glean patterns and insights that aid strategic decision-making, enhance services, and optimize operational efficiency [38,39]. However, the effective and ethical utilization of big data necessitates rigorous academic research. Important areas of focus include privacy considerations, ensuring data quality, and the selection of appropriate analytical methodologies that promote ethical and effective use of this data [40].

Furthermore, the transformative landscape of China’s tourism sector has been significantly shaped by the adoption of mobile platforms such as Trip.com, Qunar, and Mafengwo. These platforms, equipped with user-friendly interfaces and powered by advanced algorithms, have completely redefined the travel booking process. Offering personalized suggestions based on user preferences, these platforms facilitate a custom-tailored travel planning experience, greatly surpassing traditional travel agencies [41].

Another intriguing facet of China’s digital transformation within the tourism sector is the application of the Internet of Things (IoT). This is especially prominent within the hospitality industry where IoT technology is utilized to create highly personalized, immersive experiences for guests. For instance, smart hotels in China feature automatic temperature and lighting adjustments based on guest preferences and smart mirrors that display personalized information, significantly enhancing the guest experience [31].

The chapter delivers a thorough analysis of digital transformation in tourism, contrasting international and Chinese approaches. Globally, the focus is broad, covering technological disruptors like AI and ethical issues such as data privacy. In China, the emphasis is on applied tech, with AI, VR, and big data driving rapid industry changes. Notable services include AI-based travel planning and IoT-enabled smart hotels. Despite this, China lags in theoretical research, highlighting a need for academic inquiry. The chapter serves as a compact guide to understanding the diverse impacts and opportunities of digital transformation in tourism, offering unique insights into the Chinese market.

3. Comparative Analysis of Literature

The study highlights a divergence between international and Chinese research on digital transformation in tourism. While international work is theory-rich, covering technological, socio-cultural, and ethical aspects, Chinese studies focus on practical applications like AI and big data. This gap indicates the need for an integrated approach. Merging Chinese theoretical insights with international empirical findings can offer a more complete view of digital transformation in the global tourism sector.

3.1. Comparative Analysis of Theoretical Research

International theoretical research in digital transformation is extensive, covering several areas. One primary focus of international literature is the disruptive impact of digital technologies on traditional business models in the tourism industry. It provides a deep understanding of how artificial intelligence (AI), real-time analytics, and other digital technologies can act as innovative disruptors, reshaping business operations, enhancing customer experiences, and introducing cutting-edge products and services. This conceptual framework has become a cornerstone for analyzing how digital technologies can not only improve operational efficiency but also secure a competitive edge in a landscape characterized by constant evolution.

In addition to the transformation of business models, international literature pays significant attention to the profound socio-cultural implications of digital transformation in tourism. It highlights that the integration of digital technologies extends beyond mere operational efficiency; it profoundly shapes tourists’ perceptions, experiences, and interactions with the tourism sector. Concepts like the ‘techno-tourist’ and ‘digital tourist experience’ have emerged to encapsulate this transformation, emphasizing the far-reaching effects of digital technologies on tourist behavior, engagement, and expectations.

Another critical area of focus is the identification of challenges, barriers, and enablers influencing digital transformation in the tourism industry. Current literature applies theories like the technology acceptance model and institutional theory to provide a clear understanding of various technological, organizational, and environmental factors that can either facilitate or hinder the adoption and implementation of digital technologies in tourism businesses. This approach helps delineate the hurdles that may impede the transformation process and aids in formulating strategic roadmaps for effective navigation.

Theoretical research on digital transformation in the Chinese context, while not as extensive as in the international, has made substantial progress. Existing research primarily focuses on practical applications of digital technologies in the tourism sector. For instance, the literature discusses the use of AI in providing personalized travel services, emphasizing its potential to revolutionize the traditional capabilities of travel agencies. The literature also explores the application of Virtual Reality (VR) and Augmented Reality (AR) technologies in enhancing visitor experiences and marketing strategies. Moreover, Chinese literature delves into the role of big data in strategic decision-making, service enhancement, and operational efficiency, as well as the use of mobile platforms in travel booking.

3.2. Comparative Examination of Empirical Applications

International economies, known for their robust technological infrastructure and mature digital ecosystems, have spearheaded the global shift toward digital transformation in the tourism industry. These economies have skillfully integrated advanced technologies into traditional tourism paradigms. A prime example is the emergence of online intermediaries like Booking.com and Airbnb, which have triggered a transformative shift from conventional tourism planning and booking processes to more digitally oriented and personalized ones. These platforms provide customized recommendations by harnessing the power of artificial intelligence and machine learning algorithms, significantly enhancing the user experience. However, their journey toward comprehensive digital transformation is not without challenges, including issues such as data privacy concerns, regulatory constraints, hesitancy toward data sharing, an underdeveloped mobile payment infrastructure, and a prevailing digital divide.

According to Table 1, the pragmatic advancements in China’s digital transformation, bolstered by robust government support, have been truly remarkable. AI technologies are extensively employed to deliver personalized travel recommendations, marking a notable departure from the capabilities of traditional travel agencies. Many of China’s museums and cultural institutions have capitalized on this momentum by offering virtual tours, enriching visitor experiences and expanding their global outreach. Furthermore, travel service providers harness big data analytics to extract valuable insights into customer behavior, preferences, and trends. These insights serve as vital tools for strategic decision-making and the enhancement of operational efficiency. Mobile platforms like Trip.com, Qunar, and Mafengwo have revolutionized the travel booking process, presenting tailored suggestions based on user preferences.

However, amidst these remarkable practical advancements, a noticeable gap exists in the corresponding theoretical research within China. This disparity between China’s swift practical strides and the robust theoretical discourse characterizing the international underscores the intricate nature of digital transformation in the tourism industry. It also emphasizes the imperative for further scholarly exploration to bridge this gap.

Table 1: Comparative Analysis of Digital Transformation in International and Chinese Tourism.

Source: Own analysis and editing, 2023

The comparative analysis of international and Chinese literature on digital transformation in the tourism industry reveals distinct divergences. international literature is characterized by a comprehensive theoretical focus, examining aspects such as disruptive effects, socio-cultural implications, economic impacts, and ethical considerations. In contrast, Chinese literature tends to focus on practical applications, including AI, VR/AR technologies, and big data. While the international successfully integrates technology with challenges like data privacy and the digital divide, China shows significant practical advancements yet lacks theoretical research. The international context excels in theoretical depth, whereas China’s strength lies in practical innovations. This bifurcation underscores a vital literature gap and suggests an integration between Chinese theoretical insights and international empirical applications, fostering a more holistic perspective for digital transformation in the global tourism industry.

4. Emerging Questions and Hypotheses in Chinese Tourism Research

Navigating between international theories and China-specific conditions, the focus is on technological impact, governmental influence, competitive dynamics, and sustainability in digital tourism transformation. Hypotheses address unique Chinese tourist behaviors, state-driven digital changes, and cultural preservation. The goal is to provide nuanced insight into China’s distinct tourism landscape in the digital era.

4.1. Theoretical Questions in Chinese Tourism Research

The examination of China’s tourism landscape, particularly within the dynamic context of digital transformation, demands a sophisticated comprehension that duly recognizes the intricate nature of theoretical research and underscores the paramount importance of contextual sensitivity. Within the scholarly exploration of China’s tourism industry, two critical theoretical considerations emerge as pivotal pursuits, each cogently reflecting the distinctive socio-political tapestry of the nation.

The initial consideration engages with the applicability of international theoretical frameworks within China’s intricate tourism landscape. Numerous international theories, originally conceived within market-driven and democratic frameworks, may find limited resonance within the distinct socio-political milieu of China. This theoretical challenge assumes specific dimensions. For instance, international models that accentuate individual consumer behavior may inadequately capture the collective decision-making processes or familial influences pervasive within Chinese society. Moreover, theoretical constructs that inadvertently overlook the pronounced influence of governmental directives may falter in capturing essential facets of China’s complex tourism dynamics. Thus, the adaptation of international theories to suit China’s unique circumstances necessitates a deliberate reevaluation of underlying assumptions, culminating in a judicious assessment of their relevance and applicability.

The subsequent consideration centers on the imperative to cultivate autochthonous theoretical frameworks within China. Despite the copious data emanating from China’s swiftly expanding tourism sector, a conspicuous dearth in corresponding theoretical discourse is evident. This situation underscores the paramount significance of crafting theories that resonate with China’s historical, cultural, and political intricacies. Prospective avenues for theoretical innovation within the Chinese context may encompass probing the impact of Confucian values on traveler comportment or dissecting the intricate interplay between regional identities and tourism predilections.

These considerations collectively furnish an indispensable roadmap for scholars engrossed in the scrutiny of China’s tourism industry. In lieu of rigidly adhering to conventional theoretical paradigms, they strongly advocate for a dynamic and adaptive approach to theoretical inquiry. This approach, in tandem with global theoretical insights, harmonizes with local contextual realities, engendering not only a nuanced apprehension of China’s specific tourism phenomena but also enabling meaningful contributions to broader academic discourses. The projected course underscores a theoretical framework attuned to the unique complexities and attributes of China’s evolving tourism landscape, thus fostering a more grounded and pertinent scholarly perspective.

4.2. Empirical Research Questions in Chinese Tourism Studies

The digital transformation underway within China’s tourism industry warrants meticulous empirical investigation, illuminating discrete dimensions of inquiry that lie at the crux of comprehending this intricate phenomenon.

Foremost among the areas of exploration is the amalgamation and implications of emerging technologies into conventional tourism practices in China. The integration of innovations such as artificial intelligence, big data analytics, and virtual reality extends beyond mere technological shifts; it precipitates a profound reconfiguration of the very essence of the tourism experience. This redefinition, in turn, engenders recalibrations in operational dynamics and reshaping of consumer expectations. The precise operational modalities of these technologies, in conjunction with the consequent shifts in consumer behavior, constitute an indispensable facet of this investigative endeavor.

Simultaneously, the role assumed by governmental policies and regulations in shaping the contours of digital transformation emerges as another pivotal arena of inquiry. The influence exerted by the Chinese government transcends conventional regulatory oversight; it extends to directing the trajectory of technological assimilation within the tourism domain. A profound comprehension of the pivotal governmental initiatives and their alignment with broader national developmental objectives engenders profound insights into the transformative shifts engendered by policy-driven forces within China’s tourism landscape.

Moreover, the ramifications of digital transformation on the competitive landscape and the sustainable practices of tourism enterprises in China represent a complex and compelling domain of investigation. The introduction of digital platforms has irrevocably reshaped the competitive milieu, exerting its influence on both traditional travel agencies and nascent online counterparts. This paradigm shift engenders pertinent inquiries pertaining to how businesses adeptly navigate the digital epoch and subsequently, the implications of these adaptations for the enduring viability of the industry and its conscientious ecological stewardship.

Lastly, considerations pertaining to enduring sustainability and ecologically responsible practices within China’s tourism sector are gaining prominence as vital dimensions of digital transformation. Striking a judicious equilibrium between technological advancement and prudent growth stands as a pivotal domain of exploration, bearing profound consequences for the trajectory of the industry’s future evolution.

These avenues of inquiry coalesce into a comprehensive and intricately nuanced framework, facilitating the empirical exploration of digital transformation within China’s tourism sector. Each domain encapsulates a complex interplay between technological innovation, governmental influence, industry dynamics, and ecological sustainability. By systematically addressing these empirically derived inquiries, scholars can adeptly delve into the underlying mechanisms propelling the phenomenon of digital transformation, thereby contributing to a profound, contextually rooted comprehension of China’s evolving tourism landscape.

4.3. Some Emerging Hypotheses in Chinese Tourism Research

The digital transformation of China’s tourism industry, influenced by its unique socio-cultural and political contexts, generates thought-provoking hypotheses. These conjectures, distinct from international paradigms, hold the potential to guide future research directions and challenge established viewpoints.

Chinese tourists exhibit distinct behavioral patterns, particularly favoring group decision-making and collective travel. This tendency, deeply rooted in familial and communal values, has been highlighted by various studies [42,43]. The design and development trajectory of Chinese digital tourism platforms further reinforce this observation, as they appear tailored to cater to such a collective ethos by emphasizing group interactions over individual preferences [44,45]. Furthermore, societal norms in China underscore the value of group consensus in decision-making processes [46]. Drawing on empirical evidence and corroborated by prior research, it is evident that Chinese digital tourism platforms favor group consensus at the expense of individual autonomy.

The unique interplay between market dynamics and governmental influence characterizes China’s technological advancements in the tourism sector. Unlike the organic, market-driven technological integrations common in the international, research indicates China’s digital tourism transformation is more structured and government-led [47]. This centralized approach, facilitated by specific regulatory measures and incentives, results in a consistent and rapid digital transformation, distinguishing China from the diverse international contexts [48-50]. Based on this research backdrop, it is hypothesized that China’s state-driven model in digital tourism accelerates seamless technological integration, outpacing international laissez-faire approaches.

The emphasis on cultural preservation is evident in China’s digital tourism transformation. Contemporary platforms adeptly fuse commercial and cultural content, immersing travelers in regional histories and traditions, as highlighted in recent research [51,52]. Moreover, the growing trend of promoting immersive cultural experiences serves commercial and educational purposes, championing cultural preservation [53,54]. Several studies have pinpointed this dual focus, indicating a strategic alignment between digital tools and cultural advocacy in Chinese tourism platforms [55]. Building on existing research, this study posits that China’s digital tourism transformation aggressively prioritizes the safeguarding and promotion of its regional cultural heritage.

These hypotheses, grounded in China’s unique digital tourism landscape, offer intriguing paths for exploration. Investigating them could unveil nuanced insights into how China’s digital transformation diverges from or parallels international trends, enhancing our understanding of global digital tourism dynamics.

5. Conclusions and Research Agendas

This study undertakes a nuanced comparative analysis of digital transformation within the tourism industry, focusing on the divergent paths taken by international economies and China. International nations, distinguished by their advanced technological infrastructure and well-established digital frameworks, are at the forefront of the global movement towards digitalized tourism. However, they grapple with multifaceted challenges, including data privacy, regulatory barriers, and a widespread digital divide.

Conversely, China’s digital transformation in tourism, remarkable for its practical innovations and bolstered by governmental support, reveals a conspicuous absence of corresponding theoretical exploration. This dichotomy between the international emphasis on theoretical rigor and China’s focus on practical application exposes a critical literature gap, advocating for a synthesis of Chinese theoretical insights with international empirical methodologies.

This paper thoroughly scrutinizes extant literature in Chinese tourism research, setting forth a targeted research trajectory for future inquiries. It challenges the suitability of international-centric theoretical frameworks, urging the adoption of theories anchored in China’s unique socio-cultural and political dimensions. Pressing empirical research is imperative to evaluate the impact of governmental policies on the digital metamorphosis of China’s tourism sector, notably concerning market agility and ecological sustainability. Moreover, the manuscript introduces novel research propositions specifically designed for China’s idiosyncratic governance and digital strategies in tourism. The paper identifies the following pivotal areas warranting immediate academic focus:

1) Theoretical Localization: Developing theories rooted in China’s unique socio-cultural and political context.

2) Policy Impact: Evaluating how governmental regulations are driving or impeding the digital evolution of China’s tourism sector, with a focus on market competitiveness and sustainability.

3) Governance and Digital Strategy: Investigating China’s specific governance models and their influence on the adoption and effectiveness of digital technologies in tourism.

In sum, this research contributes profound insights into the digital transformation of China’s tourism industry, enriching the global discourse on digital tourism dynamics. It lays a foundational framework for future investigations into the comparative trajectories of digital tourism evolution in China and internationally, thereby fostering a more comprehensive and contextually grounded understanding of global digital tourism phenomena.