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In today’s digital age, technology is advancing at an unprecedented pace, and businesses that fail to keep up risk falling behind their competitors. This requires not only investing in technological resources but also creating a culture that values and encourages women in technological learning and innovation in the tourism and hospitality sector. This study aims to investigate the consequences of organizational learning on firm innovation directly and indirectly with cultural and technological perspectives.

The study carries out a quantitative approach, and data is collected from 398 women entrepreneurs from Thailand’s tourism and hospitality sectors. The statistical software Smart-PLS was used to analyze the data.

The findings revealed that organizational learning (the learning orientation and learning process) significantly influence firm innovation and organizational culture. Organizational culture also significantly mediates learning orientation, learning process and firm innovation, while learning leadership was found to be insignificant in relationship with organizational culture and firm innovation. However, technological knowledge has a significant moderating influence between organizational culture and firm innovation.

This study’s focus on the role of learning practices among women-owned small medium enterprises is a valuable contribution to the literature on innovation and entrepreneurship. These provided dimensions that can be helpful for women entrepreneurs to enhance firm innovation. The study shed light on the importance of diverse kinds of learning practices that change the patterns of innovation. This study also provides directions to practitioners to develop and implement business innovation strategies from women’s perspectives.

The purpose of this study is to integrate the theory of planned behavior and the protection motivation theory to propose a theoretical framework for examining the influence of attitude, perceived behavioral control and subjective norms on international tourists’ intentions to select restaurants with contactless dining services (CDSs) as a protective behavior against COVID-19. This study further tested the moderation effects of subjective norms on attitude and perceived behavioral control links with intention.

In all, 344 international tourists completed questionnaires via QR-coded Google forms in Phuket Old Town and Patong Beach in Thailand. Data analysis was conducted by SPSS and Smart-PLS (partial least square).

Intention to select a restaurant with CDSs was influenced by attitude, perceived behavioral control and subjective norms. Subjective norms had a significant negative moderating effect on attitude and intention links. However, the moderation effect of tourists’ subjective norms on the connection between their perceived behavioral control and intention toward restaurant dining was not proved.

Providing CDSs could be a quick solution to decrease the devastating effect of the COVID-19 pandemic on the restaurant industry.

This study incorporated CDSs to expand the application of the integrated model of theory of planned behavior and protection motivation theory as a theoretical basis in the restaurant industry to explain how international tourists’ behavioral choices may change during the pandemic in Thailand. This study also contributes to the travel risk literature by highlighting the influence of attitude anchored on risk and efficacy beliefs (perceived vulnerability, severity and response efficacy) in predicting protective behavioral intention.