International Journal For Multidisciplinary Research

E-ISSN: 2582-2160   •   Impact Factor: 9.24

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The Influence of Gig Economy Practices on Sustainable Tourism Business Performance: The Mediating Role of Business Model Innovation and the Moderating Role of Digital Technology Adoption

Author(s) Dr. S Bernard Edward Swamidoss
Country India
Abstract Digital technology and the explosive expansion of the gig economy have completely changed how tourism companies manage their staff, deliver services, and achieve long-term business success. With a focus on the moderating function of digital technology adoption and the mediating role of business model innovation, this study investigates the impact of gig economy practices on sustainable tourism business performance. The study examines whether adopting flexible labour practices, using digital platforms, cost-effectiveness, skill availability, and operational flexibility lead to better economic, environmental, and social performance. It focuses on tourism-related firms. It also investigates whether gig-economy techniques improve the performance of sustainable tourism businesses through business model innovation.
The study also assesses whether the implementation of digital technology improves the connection between gig economy practices and the success of sustainable tourist businesses. Primary data will be gathered from tourism businesses using a standardised questionnaire. Descriptive statistics, reliability analysis, regression analysis, correlation analysis, mediation analysis, and moderation analysis will all be used to analyse the gathered data. In order to increase competitiveness and achieve sustainable results, the study is anticipated to offer insights into how tourism organisations might strategically combine gig workers, creative business models, and digital technology. In order to create adaptable, technologically enabled, and sustainable tourist business practices, managers, legislators, and other stakeholders may find the findings helpful.
Keywords Digital Technology Adoption, Business Model Innovation, Gig Economy Practices, Sustainable Tourism Business Performance, Tourism Businesses, Sustainability.
Field Sociology > Tourism / Transport
Published In Volume 8, Issue 5, September-October 2026
Published On 2026-09-07
DOI https://doi.org/10.36948/ijfmr.2026.v08i05.87307
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CrossRef DOI prefix of IJFMR is 10.36948/ijfmr

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