Understanding the influence of wine tourism on digital green technology orientation and the role of internal organizational mechanisms

Abstract The growing emphasis on sustainability-oriented innovation has intensified interest in analyzing how external influences can affect internal strategic orientations and encourage the integration of environmental and digital considerations into organizational dynamics. Wine tourism, as a form of experiential stakeholder engagement, provides a valuable context for investigating the mechanisms through which firms absorb socially embedded expectations and translate them into sustainability-oriented organizational practices. The main objective of this study is to analyze the relationship between wine tourism and digital green technology orientation, as well as the mediating effect of the variables green human resource management and corporate social responsibility strategy in this relationship. Primary data were collected from 203 Spanish wineries and analyzed using the PLS-SEM technique. The findings reveal that wine tourism exerts a positive and significant effect on digital green technology orientation, both directly and indirectly, through the mediating roles of green human resource management and corporate social responsibility strategy. These findings emphasize that tourism-based engagement fosters external visibility and stakeholder interaction, while shaping internal capabilities and strategic orientations toward sustainability-driven digital innovation. This investigation has interesting theoretical, managerial, and policy implications, since integrates stakeholder engagement with internal organizational mechanisms as drivers of ecological technological orientation, underscores the value of aligning tourism practices with human resources and responsible strategies to foster digital green technology efforts, and shows the need for coordinated efforts linking tourism development, digital infrastructure, and organizational capacity building, offering an empirical framework for understanding how wine tourism catalyzes the internal adoption of green digital technologies.