Bringing high IT-enabled productivity to fruition: The role of IT identity in small and medium-sized hotel enterprises

The hospitality industry has been increasingly adopting digitalization programs to improve the information technology (IT)-enabled productivity of their employees. However, due to limited resources and capabilities, small and medium-sized hotel enterprises (SMHEs) often resort to cost-effective digital technologies, resulting in an imperfect fit between IT and the organization. As a result, productivity falls short of expectations, posing a significant challenge for enterprises dealing with the resource constraints of implementing digital technologies. To address this issue, this study found a substitution effect between IT identity and the organizational fit of IT (OFI) in influencing IT-enabled productivity through a mixed-methods approach. Theoretical and practical implications are discussed. •Field observation, questionnaires, and interviews were collected by visiting Alpha (A hotel chain in China).•This study draws on the fact that many SMHEs only have the abilities and resources for cost-effective innovations.•IT identity substitutes the negative impact of imperfect fit between IT and the organization.•Employees' IT identity can enhance routinization and infusion while reducing emotional exhaustion.•SMHEs should cultivate and strengthen employees' IT identity during digitalization programs.