Digital Transformation of Tourism and Corporate Digital Responsibility: A Case Study of the Tourism Industry in Aotearoa

Abstract

With the rise of digital transformation across industries, Corporate Digital Responsibility (CDR) emerges as a concept for ensuring ethical digital practices within organisations. Effective implementation of CDR helps organisations stay ahead of digital transformation. It creates broad social and economic value while minimising the potential risks posed by digital technologies. However, the implementation of CDR in the New Zealand tourism industry still faces many challenges, including the complexity of data governance, legal compliance requirements, and the difficulty of deeply integrating CDR into core strategies.

This study adopts a qualitative research methodology, collecting data from the official websites of New Zealand travel agencies. Using thematic analysis, the research examines publicly available content—particularly privacy policies, terms and conditions, and digital communication practices—to assess the extent to which CDR principles are reflected in practice. The findings show that while some travel agencies demonstrate partial engagement with CDR principles, many fall short in areas such as transparency, accountability, and stakeholder inclusion. A significant gap remains between legal compliance and the proactive implementation of digital responsibility.

The study highlights the need for stronger CDR frameworks, clearer governance structures, and industry-wide best practices to support ethical digital transformation. Overall, it underscores the crucial role of CDR in promoting long-term sustainability and trust within the tourism sector.