The Relationship Between Digital Human Resources Strategies and Agile Progression in the Hotel Sector in Jordan: The Moderating Role of Digital Marketing and Business Intelligence within the Context of Sustainable Communities
Authors: Abulaila Hanadi Lutfi , Aljundi Ala' Mahmoud , Taleb Deema Ahmad Abu , Awawdeh Heba Ziad , Taha Nuha Ahmad Abu 
Published: February 2025

Objective: The objective of this study is to investigate the relationship between digital human resource strategies and agile progression in the hotel sector in Jordan. Additionally, it examines the moderating role of digital marketing and business intelligence in this relationship. The study also aims to explore how these factors can be integrated within the context of sustainable communities, highlighting the importance of aligning digital transformation with sustainable practices in the hospitality industry.

Theoretical Framework: This research is underpinned by key concepts and theories related to digital transformation, strategic human resource management, and agile methodology. The study draws on the resource-based view (RBV) theory to explain how internal organizational capabilities, such as digital HR strategies, contribute to achieving agility in dynamic environments. Furthermore, the study incorporates theories of marketing and business intelligence integration to explore their moderating effects on organizational agility.

Method: The methodology employed in this study involves a quantitative approach. Data were collected through a structured questionnaire administered to 140 managers from eight five-star hotels in Amman, Jordan. The questionnaire covered variables related to digital HR strategies, agile progression, digital marketing, and business intelligence. SmartPLS4 was used for data analysis to assess relationships and moderating effects.

Results and Discussion: The results revealed a significant and positive relationship between digital human resource strategies and agile progression in the hotel sector. Furthermore, the study found that digital marketing and business intelligence positively and significantly moderated this relationship. In the discussion, these findings are contextualized within the theoretical framework, emphasizing how digital transformation in HR practices can enhance organizational agility. The study also highlighted discrepancies and limitations, including the reliance on a single sector and geographic region, which could impact the generalizability of the findings.

Research Implications: The study offers practical implications for the hospitality industry, suggesting that integrating advanced digital HR strategies with digital marketing and business intelligence can foster organizational agility. The findings also have theoretical implications, contributing to the growing literature on digital transformation and agile management in service sectors. The results can inform HR practices, decision-making, and strategic planning in similar industries.

Originality/Value: This study contributes to the literature by exploring the relationship between digital human resources strategies and agile progression in the hotel sector in Jordan. It examines the moderating roles of digital marketing and business intelligence, particularly within the context of sustainable communities. Its originality lies in the application of these concepts within the Jordanian hotel industry, providing empirical evidence and practical insights that can guide industry practices. The study also offers a framework for integrating sustainable practices with digital transformation, paving the way for future academic research in both fields.