Dualistic perspectives of digital marketing strategies and sustainable performance of cultural heritage tourist sites: based on qualitative and quantitative mixed methods
基于211家中国旅游企业调查数据，结合创新扩散理论、利益相关者理论和动态能力视角，发现数字营销采纳和常规化是文化遗产旅游地可持续绩效的关键驱动因素，技术动荡能增强这一影响，而利益相关者协作可进一步放大技术动荡的增强效应。
In the rapidly evolving digital era, digital marketing is gaining increasing significance in shaping sustainable performance in cultural heritage tourist sites. This study utilized a mixed-methods, drawing on innovation diffusion theory, stakeholder theory, and dynamic capabilities perspective, we explore how digital marketing can enhance sustainable performance in cultural heritage tourist sites and examine the conditions that influence the strength of this relationship. Data from 211 surveys of China’s tourism enterprises show that, the findings reveal that the digital marketing adoption and digital marketing routinization are key drivers for sustainable performance, and technological turbulence can enhance this impact. The analysis results of three-way interaction also indicate that stakeholder collaboration as a boundary condition can amplify the enhancement effects of technological turbulence. This study provides new theoretical explanations for the key role of digital marketing strategies in promoting sustainable performance and contributes to the related literature.