The Relationship Between STARA Awareness, Psychological Empowerment and Organizational Identification in the Tourism Sector: A Quantitative Research

Authors : Begüm Al

Pages : 147-175

Doi:10.54733/smar.1768476

View : 71 | Download : 487

Publication Date : 2025-10-28

Article Type : Research Paper

Abstract :The purpose of this research is to examine the effects of managers working in the tourism sector’s awareness of STARA (Smart Technologies, Artificial Intelligence, Robotics, Algorithms) technologies on psychological empowerment and organizational identification. A quantitative field study was conducted in the research. A structured questionnaire was used as the data collection tool. Participants were selected through a purposive sampling method from individuals working in middle and senior management positions in tourism establishments operating throughout Türkiye. A total of 350 individuals were included in the study. Findings revealed that STARA awareness strengthens managers’ levels of organizational identification by increasing their psychological empowerment. Regression analysis results indicated that STARA awareness has significant effects on both organizational identification and psychological empowerment. Mediation analysis results indicate that the sub-dimensions of psychological empowerment play significant mediating roles in the effect of STARA awareness on organizational identification. The results indicate that STARA awareness strengthens managers’ identification with their organizations both directly and indirectly through their perception of meaningful work, their sense of competence, their perception of autonomy in decision-making and their belief that they can increase their organizational impact.
Keywords : STARA, psikolojik güçlendirme, örgütsel özdeşleşme, turizm sektörü

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