The effect of hotel digital leadership on employee digital voice: a social cognitive theory perspective

The mechanisms through which hotel digital leadership shapes employee digital voice remain insufficiently understood. Drawing on social cognitive theory, this study examines how digital leadership stimulates employees’ digital voice. Specifically, we propose that perceived relative advantage and psychological involvement sequentially mediate this relationship, while employee digital literacy serves as a boundary condition. Across two empirical studies with consistent findings, the results show that digital leadership positively predicts employee digital voice, with perceived relative advantage and psychological involvement acting as sequential mediators. Moreover, employee digital literacy strengthens the positive effect of digital leadership on digital voice. This study advances theoretical understanding of digital leadership within the hospitality context, clarifies the reinforcing role of employee digital literacy, and enriches the literature on digital leadership in hospitality management. Practically, the findings offer actionable insights for hotel organizations seeking to cultivate digital leadership that encourages employee digital voice behavior.