How COVID-19 Accelerates Business Model Innovation and Digital Technological Transformation in the Hospitality Industry: A Focus on Restaurants in Baden–Wuerttemberg

Abstract

The gastronomy sector was one of the industries most fundamentally affected by the COVID-19 pandemic restrictions and the subsequent disruption of demand. Entrepreneurs were challenged to secure their survival. This study aims to analyze how COVID-19 has accelerated digital technologies in the hospitality industry. The study assumes that due to lockdowns successful restaurants in Baden–Wuerttemberg have developed new digital business models. Data for the quantitative study were collected through a survey among randomly selected restaurants carried out between December 2020 and February 2021. A cluster analysis is used to identify different types of restaurants concerning their propensity to innovate and their success. Results of the study show that the level of digitization is one important factor regarding the range of entrepreneurial success.

Systematic literature review on technological transformation in SMEs: a transformation encompassing technology assimilation and business model innovation

“…SMEs can also be internally motivated to adopt technologies when the owner/manager perceives market opportunities or changes in the market (e.g. changes in consumer behavior) that new technology can address (Alexander 2003;Ludin et al 2022). According to Müller et al (2018), whether the company is internally motivated and/or externally pressured towards adopting new technology impacts which BM elements are innovated.…”

“…. In 2022, there is a trend of papers describing the COVID-19 crisis as a precursor of technology adoption and how this context has impacted SMEs' BMs (e.g Musa et al 2022;Ludin et al 2022;Khurana et al 2022…”

Evaluation of the Resilience of the Catering Industry in Hong Kong before and after the COVID-19 Outbreak Based on Point-of-Interest Data

“…Meanwhile, a large number of studies indicate that COVID-19 accelerated the digitalization of business [12], and the catering industry is no exception [13][14][15]. With the help of digital tools, restaurants operators can keep their business, while the dining mode that allows the avoidance of contact with crowds has been favored by the public against the background of the epidemic.…”

Effect Of Social Media Marketing Communication On Customer Behavioral Intention Of Fast-Food Restaurant Chain Customers In Sri Lanka: Brand Image As A Mediator

“…The COVID-19 pandemic has had a global impact on all sectors and a new normalized society emerged with the COVID-19 pandemic. In this new normalized society, human food consumer patterns have also changed with digital and social media marketing (Bandara et al, 2021;Ludin et al, 2022;MorganStanley, 2020). Social media marketing communication features, which have now developed as a means of interpersonal communication, have positively influenced the spread of fast food (Ludin et al, 2022;MorganStanley, 2020).…”

“…In this new normalized society, human food consumer patterns have also changed with digital and social media marketing (Bandara et al, 2021;Ludin et al, 2022;MorganStanley, 2020). Social media marketing communication features, which have now developed as a means of interpersonal communication, have positively influenced the spread of fast food (Ludin et al, 2022;MorganStanley, 2020). There are also empirical studies conducted in different contexts to identify that effect.…”