菲律賓安捷旅行社新型冠狀病毒疫情後數位轉型可行性分析

Abstract

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This study aims to evaluate the digital maturity of Everbright Travel & Tours Inc., a travel agency based in the Philippines. Utilizing the Deloitte Digital Maturity Model (DMM), the study will provide actionable recommendations in improving its digital capabilities. The research was conducted through an in-depth assessment of Everbright’s digital capabilities across five key dimensions: Customer, Strategy, Technology, Operations, and Organisation & Culture. This ethnographic qualitative study incorporated insights from Everbright’s CEO, offering a detailed understanding of the company’s current digital practices and readiness for transformation. The findings structured from the assessment revealed Everbright’s strengths, weaknesses, and areas for improvement in adopting digital technologies. Based on the insights garnered, the study developed tailored recommendations to address these gaps and actions that the organization should take. This will equip Everbright Travel & Tours Inc. to improve its customer engagements, operational efficiency, and long-term growth towards its journey post-pandemic era.