Cloud infrastructure enhancing product competitive advantage of tourism SMEs on online consumption values of tourists

Purpose This research aimed to examine the role of cloud infrastructure capabilities of tourism small and medium-sized enterprises (SMEs) in the tourism supply chain, increasing the online consumption value of tourists. Design/methodology/approach This study uses stratified random sampling. A value model was formulated, and the study distributed 2,000 surveys; 412 valid responses were received and analyzed using the structural equation modeling approach. Findings The cloud-based architecture provides tourism SMEs a competitive advantage in the dynamic tourism market and the ability to develop next-generation system capabilities while providing tourism SMEs with a new application foundation to adapt to the ever-changing tourism market. Originality/value For tourism SEMs, the cloud allows adjusting strategies and procedures for tourism supply chain management; this agility enables tourism SMEs to anticipate changes in the travel market and respond to changing consumer demands in the tourism industry.