This study delves into the digital transformation within the tourism industry, which has been expedited by the onset of the COVID-19 pandemic. It seeks to create a model of the tourism value system by connecting both the visible and behind-the-scenes aspects. The primary objective is to aid the transition towards generating digital value in the context of the German tourism sector. This is achieved by investigating the hurdles faced by tourism service providers in their digital transformation and exploring ways to promote this transformation within the broader tourism value system.
