Abstract
This study assessed the digital and management competencies of high-star hotel managers in China and examined their relationship with hotel performance. Using a descriptive-survey design, data were collected from 223 hotel managers and supplemented with performance indicators retrieved from TripAdvisor. The assessment covered digital skills such as information management, data literacy, digital content creation, communication, safety, and legality, as well as management skills including communication, leadership, decision-making, conflict resolution, and adaptability. Findings reveal that digital and managerial competencies vary significantly by gender, age, education, and work experience. Male managers demonstrated higher proficiency in digital skills, while female managers excelled in interpersonal and leadership competencies. Mid-sized hotels (101–200 employees) exhibited better overall performance, particularly in occupancy rates. Digital competence, specifically in data literacy and communication showed a stronger positive correlation with hotel performance compared to management competence. The study highlights the importance of integrating digital literacy with traditional managerial capabilities to enhance hotel outcomes in a technology-driven environment. It recommends targeted, competency-based training and mentorship programs to bridge observed skill gaps. These insights provide valuable implications for hotel owners, managers, and policymakers aiming to strengthen workforce capabilities and improve service quality in the hospitality sector.
