A sustainable view of the relationship between the digital business ecosystem, and the tourism program

the current study attempts to employ modern concepts of digital transformation processes and their application in tourism companies in AL-Najaf AL-ashraf, The problem of the study is embodied in knowing the nature of the relationship between the digital business ecosystem( DBE) as an independent variable, and its dimensions (digital leadership, transaction costs, digital technology, and social capital),with the dependent variable, the tourism program, from the standpoint of digital business, the study seeks to assess the influence of the environmental component of DBE in creating a tourism program that achieves the goals of environmental sustainability, the importance of the study lies mainly in the possibility of generating opportunities,and achieving competitive advantage for tourism companies by adopting a DBE. This study used the intentional homogeneous sample of employees of 97 tourism companies in AL-Najaf AL-ashraf, so (136) valid responses was obtained for statistical analysis, and the structural model of the study was built using structural equations modeling. The study reached conclusions, the most important of which is that the DBE mainly contributes to the provision of new, and innovative services for the tourism program through digital entrepreneurship and online social capital, the study suggests that all tourism program services implement sustainable environmental principles, as a way to expand the possible customer base of the organization.