The Role of Digital Transformation in Improving the Professional Performance of Tourism Sector Workers: A Field Study of Tourism Institutions in Alexandria

The research problem stems from the noticeable gap between technological advancement in tourism institutions and the insufficient development of professional competencies among employees in the tourism sector. These institutions face challenges in linking digital transformation tools with the actual performance of human resources. This study aims to assess the level of digital transformation in the Egyptian tourism sector, analyze its impact on employees’ professional performance, identify accompanying challenges, and propose mechanisms to enhance the effective utilization of digital transformation. The researcher adopted a descriptive analytical approach and used a questionnaire to collect data from a purposive sample of (240) employees in tourism institutions located in Alexandria, namely ((EgyptAir - some tourism companies in Alexandria - government institutions affiliated with the Ministry of Tourism). The results indicated that the level of digital transformation in these institutions was moderately high, with a statistically significant positive impact on the development of professional performance. The findings also revealed challenges related to lack of continuous training, weak digital infrastructure in some institutions, and resistance to change. The study recommended the need to strengthen digital training programs, improve infrastructure, involve employees in digital transformation decisions, and establish internal digital units to support sustainable professional development.