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innovation, and supporting skill development, aligning with Kane et al. (2019). Similarly,
digital capability enables organizations to effectively utilize technologies, improving
adaptability and productivity (Verhoef et al., 2021), which is particularly important in
tourism where operations rely heavily on digital platforms.
Notably, digital applications have the strongest impact on SHRM. This can be
explained by the operational nature of tourism cooperatives, where practical tools such
as online booking, social media marketing, and customer interaction systems directly
influence daily operations and income generation. In the context of Vietnam, where
cooperatives are often resource-constrained, immediate benefits from digital applications
tend to outweigh long-term investments in leadership or infrastructure. This finding is
consistent with studies highlighting the role of digital technologies in enhancing learning,
restructuring work, and improving workforce capabilities (Bondarouk & Brewster, 2016;
Strohmeier, 2020). Overall, digital transformation not only improves operational
efficiency but also enhances workforce skills, participation, and adaptability, which are
essential for tourism cooperatives relying on community-based human resources.
Furthermore, this study contributes to the literature by providing empirical evidence from
tourism cooperatives in a developing economy, extending prior research that has
primarily focused on large organizations in developed contexts.
In summary, digital transformation is a key driver of SHRM, with digital application
emerging as the most influential factor, followed by leadership, infrastructure, and
capability, thereby supporting the sustainable development of tourism cooperatives in
the digital economy.
6. Policy implications
The findings suggest several policy implications for promoting SHRM in tourism
cooperatives through digital transformation.
First, as digital applications have the strongest impact, policymakers should
prioritize support for adopting digital platforms such as OTA systems, e-payment, and
digital marketing tools. Expanding digital applications not only improves performance but
also enhances employees’ digital skills and participation.
Second, the significant role of digital leadership highlights the need to strengthen
managerial capacity through training in digital transformation, innovation, and HR
management. Strong digital leadership enables better strategy formulation and skill
development.
Third, improving digital capability among cooperative members is essential. Training
programs on digital marketing, data management, and platform operations should be
promoted to enhance adaptability and performance.
In addition, investment in digital infrastructure - such as internet systems and data
platforms - is necessary to support management and training activities. Policymakers
should also develop targeted digital transformation programs for the collective sector,
including financial support, consulting services, and shared digital platforms.
Taken together, digital transformation is a key driver of SHRM and organizational
competitiveness, requiring coordinated policy support to foster sustainable tourism
development.
7. Conclusion
This study examines the impact of digital transformation on SHRM in tourism
cooperatives in Bac Ninh using survey data (n = 200) and quantitative methods (EFA,
regression).

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