The present study investigates the factors affecting the smart performance of tourism companies in the digital age. This research is applied in terms of objective and descriptive-survey and quantitative in terms of methodology. The statistical population of this study consists of managers at various levels of tourism businesses in Kermanshah city, from whom a sample size of 110 individuals was selected using convenience sampling. A standard questionnaire with 46 items was used for data collection, the validity of which was confirmed based on content validity, construct validity, composite reliability, and Cronbach’s Alpha coefficient. This research includes 7 variables: Dynamic Capabilities (Digital Marketing Capabilities, Artificial Intelligence Capabilities, and Coordination Capabilities), Smart Performance of Tourism Companies, Incremental Digital Innovation, the Creation of Fear and Inconsistent Behavioral Responses of Users, and Managers’ Perceptions of Online Reviews. The relationships between these variables were examined within a conceptual model through 9 hypotheses. Finally, Structural Equation Modeling (SEM) analysis using PLS Smart software was employed to analyze the data and test the research hypotheses. The findings indicated that while dynamic capabilities enable hotels to sense and respond to new technologies, the cognitive mechanisms through which managers translate these capabilities into innovation remain underexplored. This study advances stakeholder theory by demonstrating how perceived customer fear influences incremental innovation decisions through managerial attention mechanisms. Furthermore, this study conceptualizes a unified framework that links resource coordination capabilities, digital marketing capabilities, and artificial intelligence capabilities as distinct yet interrelated dynamic capabilities that drive smart performance in tourism companies.