Volume 26

DOI:http://doi.org/10.65281/738364 Yueqi Li1, Chen Yuan 2* 1College of Business,Quzhou University,Quzhou，Zhejiang,324000,China;  40083@qzc.edu.cn 2School of Finance,Nankai University,Tianjin,300350,China; 1120211042@mail.nankai.edu.cn Statements and Declarations Consent to participate: Informed consent to participate in the research was obtained from all participants in written form. Consent for publication: Not applicable. This study does not include any data from individual persons, such as images or videos, requiring consent for publication. Declaration of conflicting interest: The author(s) declared no potential conflicts of interest with respect to the research, authorship, and/or publication of this article. Data availability: The datasets generated and analyzed during the current study are available from the corresponding author on reasonable request. Data sharing is subject to ethical and legal restrictions to protect participant confidentiality. Author Note: Correspondence concerning this article should be addressed to Chen Yuan 2* Email: 1120211042@mail.nankai.edu.cn Abstract In the rapidly growing and competitive global market landscape, only those businesses can survive which adapt the latest technological (e.g., big data) tools. Today’s world is going through the digital marketing transformation. Enterprise digital marketing and big data work closely to reach their targeted market segments. Aligning the business strategy with big data digital marketing is the key of today’s successful enterprises in China. Keeping this view, the current study explored the importance of enterprise digital marketing strategy for business performance based on big data. The study sample was represented by 390 experts from the various Chinese enterprises. Study design was cross-sectional and the instruments were adopted from the existing research, and standardized questionnaire was formed to collect the survey data. To empirically validate the model, statistical data was analyzed by using Smart PLS and SPSS. Enterprise digital marketing strategy and big data were studied with business performance through mediation of customer relationship management (CRM). Results showed that enterprise digital marketing strategy, big data and CRM have significantly positive impact on business performance. Similarly, customer relationship management mediates the relationship between enterprise digital marketing and business performance. Contrary to this, customer relationship management has no impact between the relationship of big data analytics competency (BDAC) and business performance. The research findings proved that enterprise digital marketing based on the big data is the need of the time and essential for the survival of the enterprises in China. Furthermore, the findings are aligned with the previous researches that has revealed the fact that higher big data analytics competencies result in higher firm performance. Keywords: Enterprise Digital Marketing Strategy; Big Data; Customer Relationship Management; Business Performance. Introduction Nowadays due to rapid advances in technology and an ever-expanding range of digital applications, China has entered the big data era. In light of these recent developments, the marketing strategy employed by businesses across all sectors has experienced major changes. The enterprises are one of China’s fastest growing traditional industries (Jun, Yoo, & Choi, 2018). The impact of the digital marketing approach on the traditional enterprises has been un-precedent. Traditional marketing ideas have gradually lost their competitive advantage. If we do not modify the ideas that we use for marketing and continue to implement old marketing techniques, then the local business will not be able to maintain its competitive advantage in the market competition. Thus, in order to establish the basic capabilities necessary for core competitiveness, it is vital to examine the specific marketing of businesses (Parkin, 2016). So, the rise of digital marketing has changed the way of the world’s economy works and given consumers more power. Competition among businesses has become more competitive as a result of the expansion of digital technology (Dastane, 2020). The use of digital technologies (e.g., big data) has resulted in significant changes to the communication between corporations, audiences, and a variety of other organizations (Suleiman, Muhammad, Yahaya, Adamu, & Sabo, 2020). The term “digital technology” refers to the utilization of new technology for the purpose of achieving marketing goals (Ghobakhloo,2020). In a similar manner, the use of digital technology requires an entirely new range of knowledge and skill. When working in an atmosphere that is dominated by digital technology, it is difficult for marketers to successfully apply traditional marketing strategies (Biletska, Paladieva, Avchinnikova, & Kazak, 2021). The rapid growth of digital marketing is occurring in tandem with the general expansion of digital technology, such as smartphones, intelligent products, the internet of things, and artificial intelligence (AI) (Jianjun et al., 2021; Berg, Burg, Gombovi, & Puri, 2020). This has a significant impact on the performance of businesses, and it is also helping to reshape the future marketing strategy (Buttle & Maklan, 2019). Smartphones offer additional benefits to users in the form of instant access to services, in comparison to the traditional services offered by the organization (Algharabat, Rana, Alalwan, Baabdullah, & Gupta, 2020). The expansion of digital technology has made it easier for customers to gain access to services whenever and wherever they want by logging in to the website of the company, which features a background filled with information about the services offered and graphs (Su, Lin, & Wang, 2022). The expansion of digital technology has made it possible for businesses to cut their spending on traditional forms of marketing through the integration of social media, which presents a possibility for cost savings. However, it can be difficult for marketers to select the optimal combination of digital marketing strategies to increase brand recognition and successfully achieve the appropriate level of business performance through the collection of 296 different opinions from customers continuously (Tamrakar, Pyo, & Gruca, 2018). Furthermore, digital marketing can encourage a diverse variety of clients to establish an effective relationship with the company via digital media in order to direct them in the procurement process (Kurdi, Alshurideh, Akour,Alzoubi, Obeidat, & Alhamad,2022). Sharing ideas, perspectives, and experiences of customers through digital marketing helps to establish the value of the brand in an effective manner, which ultimately results in improved business performance and a better relationship with customer’s enterprises are becoming extremely advanced and efficient, which has led to the development of customer relationship management (CRM) (Wai, Dastane, Johari, & Ismail, 2019). CRM was

DOI:https://doi-xx0.org/6812/17738278534223 Yun Zhao1,2,a  Peihua Shi1,b  Sijia Cheng3*,c （1.College of Tourism and Service, Nankai University, Tianjin, 300350, Tianjin, China； 2.College of Tourism Management, Guilin Institute of Tourism, Guilin, 541006, Guangxi, China； 3.College of Accounting and Auditing, Guangxi University of Finance and Economics, Nanning, 530003, Guangxi, China） a Email:15878398705@mail.nankai.edu.cn b Email:gl5878@126.com *Corresponding Author: Sijia Cheng ，dionysus_417@163.com   Abstract: Under the background of the digital economy, smart tourism technologies are gradually becoming a key driver of the travel industry’s digital transition, and the mechanisms through which it affects tourism operational efficiency warrant further exploration. This paper examines Chinese listed tourism companies on the A-share market from 2010 to 2023, constructs a panel data model, and eempirically examines the effect of wisdom tourism on tourism management efficiency, and tests the intermediary effect of information integration capabilities as well as the moderating effect of digital capabilities. The research results show that smart tourism technology can significantly improve tourism management efficiency; information integration capabilities serve as a partial mediating factor linking smart tourism tech and tourism management efficiency; and corporate digital capability can strengthen the promoting effect of smart tourism technology on management efficiency. The study indicates that smart tourism technology not only improves management efficiency by enhancing information processing and resource integration capabilities, but also exhibits more significant management effects in enterprises with stronger digital capabilities. This paper reveals the path of how smart tourism technology influences management efficiency from the perspective of tourism management, enriches related research on smart tourism, and provides references for the digital transformation of tourism enterprises and tourism management decision-making. Key words: Smart tourism technology; Tourism management efficiency; Information integration capability; Digital capability   1 Introduction As digital economy continues to develop with the help of digital,information and communication technology slowly start changing the digital transformation of traditional industry. During this period the tourism business has been growing through a different manner, there was this new growth consisting of digital things. In recent years, big data, artifical intelligences, data centers and so on are also widely used in the fields of tourism service and travel management which promote the tourism industry towards more digital and smarter operation. According to relevant research, digital technologies such as collecting tourism-related data, sharing information among different stakeholders, conducting intelligent analyses of data, and sharing information among different stakeholders have the ability to improve the digital level of tourism industry so as to promote innovation in tourism management models. (Gretzel et al., 2021)[1]. Under such circumstances, smart tourism has become a very important way for scenic spots to improve their management efficiency and competitiveness. The role of digital platforms and data systems for tourism management is growing. Based on the research, digital technologies enable Tourism Authorities to access real-time tourist behavior data, market demands, which give decision-making data for the tourism industry (Xiang et al., 2022)[2]. At the same time, digital platforms promote the exchange of information and resource integration, and can promote the coordinated development of tourism service systems and tourism management systems (Huang et al., 2023) [3]. Thus, smart tourism technologies change both how tourists get info as well as give dests man technologies. Although the academic research of smart tourism is more now, but most of them focus on tourism experience, service innovation, and destination competitiveness. Take as an example, there are studies analyzing digital technologies impact on tourist satisfaction and experience from a behavior aspect (Neuhofer et al., 2021)[4], others are exploring digital technologies impact on smart tourism ecosystem development from industry aspects (Gretzel et al., 2021)[5]. However, the research on the influence of wisdom-based tourism on operational efficiency from a tourism management perspective is still quite little. In particular, with regard to tourism management, there is still no theoretical analysis and practical research on the application of digital technology to improve management efficiency through information integration and data analysis. At the same time, with the continuous progress of digitization, integration of information is also one of the factors that influence the organizational management efficiency. Relevant studies indicate that digital technologies can improve organizational performance by integrating dispersed information resources and enhancing information utilization efficiency (Verhoef et al., 2021)[6]. In the tourism industry, smart tourism technologies achieve data integration and sharing through digital platforms and information systems, which not only contributes to more scientific decision-making in tourism management but may also further improve management efficiency. Therefore, analyzing the effect of wise tourism on tourism operation efficiency from the perspective of information integration holds significant theoretical importance. Based on the above background, the present study examines the mechanisms through which smart tourism technologies influence the efficiency of tourism management and further analyzes the role played by information integration capabilities in this process. By conducting an empirical study using data from Chinese tourism-related listed firms, this paper aims to reveal how smart tourism technology affects tourism management efficiency, and provides theoretical references and practical insights for the digital governance of tourism destinations. At the same time, this study helps enrich theoretical perspectives on wisdom-based tourism while providing new research evidence to support the digital transformation of the tourism sector.   2 Literature Review 2.1 Research on Smart Tourism Technology The concept of smart tourism was first proposed by Gretzel (2015) [7], who believed that smart tourism is a tourism ecosystem driven by information technology. The swift advancement of information and communication systems has made digital-driven travel an increasingly vital model for driving the digital transformation within the industry. In recent years, it is widely recognized in academic circles that intelligent tourism is a novel development model in the tourism industry that leverages foundational data such as large data, the interconnection of objects, advanced artificial intellect, and data cloud computing, which integrates tourism information resources and service systems to achieve intelligent tourism services, management, and decision-making (Shasha et al., 2025)[8]. Against the backdrop of the rise of smarter cities in the digital economy, smart tourism has not only changed the way tourists travel, but also promoted innovation in destination management models. In recent