Geojournal of Tourism and Geosites Year XVII, vol. 54, no. 2spl, 2024, p.872-884 ISSN 2065-0817, E-ISSN 2065-1198 DOI 10.30892/gtg.542spl11-1262 http://gtg.webhost.uoradea.ro/ DIGITAL LEADERSHIP AND CREATIVE PERFORMANCE IN TOURISM AND HOTEL ENTERPRISES: LEVERAGING STRATEGIC AGILITY AND ORGANIZATIONAL LEARNING CULTURE Tarik Ali JASIM Department of Economics of Investment and Business Management, Faculty of Business Economics, Alnahrain University, Baghdad, Iraq, e-mail: dr.tarik@nahrainuniv.edu.iq Hazem Ahmed KHAIRY Hotel Management Department, Faculty of Tourism and Hotels, University of Sadat City, Sadat City, Egypt, e-mail: hazem.khaiery@fth.usc.edu.eg Sameh FAYYAD Hotel Studies Department, Faculty of Tourism and Hotels, Suez Canal University, Ismailia, Egypt; Hotel Management Department, Faculty of Tourism and Hotels, October 6 University, Giza, Egypt, e-mail: sameh.fayyad@tourism.suez.edu.eg Bassam Samir AL-ROMEEDY * Tourism Studies Department, Faculty of Tourism and Hotels, University of Sadat City, Sadat City, Egypt, e-mail: bassam.samir@fth.usc.edu.eg Citation: Jasim, T.A., Khairy, H.A., Fayyad, S., & Al-Romeedy, B.S. (2024). DIGITAL LEADERSHIP AND CREATIVE PERFORMANCE IN TOURISM AND HOTEL ENTERPRISES: LEVERAGING STRATEGIC AGILITY AND ORGANIZATIONAL LEARNING CULTURE. Geojournal of Tourism and Geosites, 54(2spl), 872–884. https://doi.org/10.30892/gtg.542spl11-1262 Abstract: The aim of this study is to explore the effect of digital leadership (DL) on creative performance (CP) by investigating the mediating roles of strategic agility (SA) and organizational learning culture (OLC) in tourism and hospitality industry. The study analyzed 320 responses from middle-level management at five-star hotels and category-A travel agencies in Egypt using the PLS-SEM technique and WarpPLS statistical software 7.0. Findings reveal that digital leadership positively affects creative performance, strategic agility, and organizational learning culture. In addition, CP is positively affected by SA and OLC. Moreover, findings confirm the mediation effects of strategic agility and organizational learning culture in the DL→CP relationship. The study provides pra ctical insights for tourism and hospitality enterprises using Dynamic Capabilities Theory to enhance performance and agility in the digital age. Keywords: Digital Leadership, Creative Performance, Strategic Agility, Organizational Learning Culture, Tourism and Hotel Industry * * * * * * INTRODUCTION In today's swiftly changing business environment, digital leadership stands out as highly significant. With organizations adopting digitalization more and more to maintain competitiveness, the role of effective digital leadership becomes paramount in promoting innovation, fostering agility, and navigating intricate technological advancements. Digital leaders are instrumental in conceiving and executing digital transformation strategies, harnessing emerging technologies, and utilizing data-driven insights to improve operational efficiency, enhance customer experiences, and drive overall business performance (Ismail et al., 2023). Furthermore, in an environment where customer preferences and industry trends are continually shifting, the significance of digital leadership becomes even more pronounced. It becomes crucial for organizations to adapt to these changing market dynamics, explore novel business models, and provide innovative solutions that align with evolving customer demands (Libert et al., 2016). Therefore, digital leadership not only fosters organizational resilience and expansion but also ensures that businesses stay pertinent and competitive in an ever more digitally-driven environment (Chen et al., 2024). By adopting digital technologies, promoting innovation, and cultivating a culture of experimentation, digital leaders establish a milieu that encourages and fosters creative thinking and problem-solving. They offer the requisite resources and assistance to empower employees to explore fresh ideas, embrace risks, and collaborate across departments. Digital leadership also utilizes technology to improve communication, facilitate knowledge sharing, and spur idea generation, thereby instilling a sense of ownership and involvement among employees (Borowska, 2019; Benitez et al., 2022). Proficient digital leaders exhibit the foresight and flexibility required to navigate the dynamic and swiftly evolving digital terrain. They welcome emerging technologies, track industry developments, and preemptively recognize opportunities and challenges. Through the utilization of digital resources and platforms, digital leaders empower * Corresponding author