Digital transformation has become one of the main drivers of sport tourism development by creating new opportunities to improve service delivery, visitor experiences, and destination competitiveness. However, its successful implementation depends not only on technological advancement but also on how key stakeholders perceive and interpret this transformation. Although research on digital transformation has grown rapidly, most studies have focused on technology adoption, organizational factors, or performance outcomes, while limited attention has been given to stakeholders' underlying viewpoints and cognitive perspectives. Therefore, this study aimed to identify stakeholders' mental models of digital transformation in sport tourism using Q methodology. The study followed the Q methodological approach, combining qualitative statement development with Q factor analysis. The concourse was developed through a systematic review of the literature and expert consultation, resulting in a Q-set of 40 statements. Ten experts in sport tourism and digital transformation participated in the Q-sorting process. The data were analyzed using Q factor analysis with Varimax rotation. The analysis identified four distinct viewpoints that together explained 59.29% of the total variance. These viewpoints conceptualized digital transformation as (1) a technological opportunity, (2) a structural challenge, (3) a managerial and strategic necessity, and (4) a complex and context-dependent phenomenon. The findings indicate that stakeholders do not share a common understanding of digital transformation; rather, their perspectives are shaped by technological orientations, institutional conditions, and managerial considerations. Consequently, effective digital transformation policies and initiatives in sport tourism should recognize these differences in stakeholder perspectives and develop strategies that are tailored to each viewpoint.