Against the backdrop of the fourth industrial revolution and the COVID-19 pandemic, digital transformation (DT) in the day-to-day operations of micro and small enterprises (MSEs) comes with challenges. Existing maturity models generally focus on advanced levels and are inappropriate for relatively immature companies (e.g., most hospitality MSEs). This study used online documents and in-depth interviews as data sources to develop a customized maturity model framework for hospitality MSEs. Through coding analysis, the research identified four key dimensions that constitute the digital maturity of hotels: strategy and organization, digital technology, digital capabilities, and integrated business. These enterprises have progressed in their digital maturity, moving from an IT-enabled transformation to adopting a brand-oriented approach. The selection of a digital transformation strategy depends on strategic alignment. The proposed model provides a comprehensive understanding of the maturity levels of these companies, thereby facilitating their successful integration into the ongoing modern industrial revolution.

Given the scarcity of research on working tourists, this exploratory study examines lv xing yi gong’s (i.e. the local independent Chinese working tourists) place attachment to the destination based on Scannell and Gifford’s tripartite model of place attachment. Data were drawn from a netnographic study of 98 blogs following 23 in-depth interviews. Findings demonstrate Chinese local working tourists’ place attachment in three dimensions: person, process, and place. This study not only confirms the applicability of Scannell and Gifford’s model in the context of Chinese local working tourists, but also identifies some contextual differences. More importantly, this article also provides valuable insights into the under-theorized sense of place among working tourists and identifies practical implications for tourism destination authorities to better serve and manage Chinese working tourists.