GUEST-CENTRIC FACTORS INFLUENCING DIGITAL TECHNOLOGY ADOPTION IN HOTELS
DOI:
https://doi.org/10.35631/JTHEM.1145002Keywords:
Digital Technology, Hotel Guest, Hotel Industry, Technology Acceptance Model (TAM)Abstract
Rapid technological advancements and increasing consumer expectations are reshaping the hotel industry, with smartphone check-ins, Internet of Things (IoT) services, and artificial intelligence (AI)-driven personalisation becoming increasingly common. However, guests with limited digital literacy may experience difficulties using these technologies, and the impact of digital transformation on overall guest experience remains insufficiently examined. This study applies the Technology Acceptance Model (TAM) to examine how digital transformation affects hotel guests’ experiences in Malaysian hotels, focusing on perceived usefulness (PU) and perceived ease of use (PEOU). This study employed a cross-sectional quantitative design. Data were collected from 244 guests of 4- and 5-star hotels in Kuala Lumpur who used digital technologies. Descriptive, correlation, and regression analysis were performed to examine the relationships among PU, PEOU, and technology adoption. Most respondents were educated professionals. A moderate positive correlation (r = 0.395) was found between PU and PEOU, and both significantly influenced guests’ intention to adopt digital technologies, with ease of use having a slightly greater impact. The findings highlight the importance of designing digital hotel services that are both functional and user-friendly to enhance quest satisfaction and encourage technology adoption.
Downloads
References
Anwar, F. A., Deliana, D., & Suyamto, S. (2024). Digital Transformation in the Hospitality Industry: Improving Efficiency and Guest Experience. International Journal of Management Science and Information Technology, 4(2), 428–437. https://doi.org/10.35870/ijmsit.v4i2.3201
Buhalis, D. et al. (2019). Technological disruptions in services: lessons from tourism and hospitality. Journal of Service Management, 30(4), 484–506. https://doi.org/10.1108/JOSM-12-2018-0398
Buhalis, D. et al. (2023). Smart hospitality: from smart cities and smart tourism towards agile business ecosystems in networked destinations. International Journal of Contemporary Hospitality Management, 35(1), 369–393. https://doi.org/10.1108/IJCHM-04-2022-0497
Buhalis, D., & Leung, R. (2018). Smart hospitality—Interconnectivity and Interoperability towards an ecosystem. International Journal of Hospitality Management, 71, 41–50.
Car, T., Stifanich, L. & Simunic, M., (2019), Internet of Things (IoT) in Tourism and Hospitality: Opportunities and Challenges, Tourism in South East Europe, Vol. 5, pp. 163-175.
Çeltek, E. (2024), "Unmanned smart hotel: applications and examples", Worldwide Hospitality and Tourism Themes, Vol. 16 No. 5, pp. 611-626. https://doi.org/10.1108/WHATT-06-2024-0137
Dang, T. D., & Nguyen, M. T. (2023). Systematic review and research agenda for the tourism and hospitality sector: co-creation of customer value in the digital age. Future Business Journal, 9(1), 94. ttps://doi.org/10.1186/s43093- 023- 00274-5
Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly, 13(3), 319–340. https://doi.org/10.2307/249008
Davis, F. D., (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly, 319-340.
Devi, R. (2022). The impact of digital transformation on the Malaysian hospitality industry. Journal of Tourism and Hospitality Management, 10(2), 56-72.
Ercik, C., & Kardaş, K. (2024). Reflections of digital technologies on human resources management in the tourism sector. Worldwide Hospitality and Tourism Themes, 16(5), 646– 663. https://doi.org/10.1108/whatt-09-2024-0208
GL Content Team. (2024, May 11). Digital Transformation in Hospitality Industry Goodman. Goodman Lantern. https://goodmanlantern.com/whitepaper/digital-transformation-in-hospitality
Gretzel, U., Sigala, M., Xiang, Z., & Koo, C. (2015). Smart tourism: Foundations and developments. Electronic Markets, 25, 179–188. https://doi.org/10.1007/s12525-015-0196-8
Hamid, N. A., Ismail, S., & Rahman, M. S. (2022). Smart hotels and digital transformation: Trends and challenges in Malaysia. Asian Journal of Hospitality and Tourism, 15(1), 33-50.
Henderson, J. C. (2003). Managing tourism and Islam in Peninsular Malaysia. Tourism Management, 24(4), 447–456. https://doi.org/10.1016/S0261-5177(02)00106-1
Inés Sustacha, José Baños-Pino, & Eduardo Del Valle. (2023). The role of technology in enhancing the tourism experience in smart destinations: A meta-analysis. Journal of Destination Marketing and Management, 30, 100817–100817. https://doi.org/10.1016/j.jdmm.2023.100817
Ivanov, S., & Webster, C. (2020). The impact of automation and AI on service jobs in tourism and hospitality: A firm-level perspective. Tourism Economics, 26(7), 1291–1308.
Ivanov, S., & Webster, C. (2021). Willingness-to-pay for robot-delivered tourism and hospitality services – an exploratory study. International Journal of Contemporary Hospitality Management, 33(11), 3926–3955. https://doi.org/10.1108/ijchm-09-2020-1078
Kamarudin, R., et al. (2019). The impact of digitalization on hotel guest experience: A study of security concerns. Journal of Hospitality and Tourism Technology, 10(2), 187-202. https://doi.org/10.1108/JHTT-06-2018-0032
Kansakar, P. et al. (2019). Technology in the Hospitality Industry: Prospects and Challenges. IEEE Consumer Electronics Magazine, 8(3), 60–65. https://doi.org/10.1109/MCE.2019.2892245
Kitsios, F. et al. (2023). Digital Transformation in Hospitality: Identifying Customer Satisfaction Based on Online Hotel Guests’ Ratings (pp. 173–188). https://doi.org/10.1007/978-3-031-31682-1_9
Kucukusta, D., Law, R., Besbes, A. and Legoherel, P. (2015), “Re-examining perceived usefulness and ease of use in online booking: the case of Hong Kong online users”, International Journal of Contemporary Hospitality Management, Vol. 27 No. 2, pp. 185-198, doi: 10.1108/IJCHM-09- 2013-0413.
Kumar, V., et al. (2019). The impact of digitalization on hotel guest experience: A systematic review. Journal of Hospitality and Tourism Technology, 10(1), 123-145. https://doi.org/10.1108/JHTT-04-2018-0025
Kwortnik, R. J., & Thompson, G. M. (2009). Unifying Service Marketing and Operations With Service Experience Management. Journal of Service Research, 11(4), 389–406. https://doi.org/10.1177/1094670509333595
Lee, S. C., et al. (2020). The role of staff training in enhancing hotel guest experience through digital technologies. Journal of Hospitality and Tourism Research, 44(1), 210-225. https://doi.org/10.1177/1096348019875441
Leung, R., & Law, R. (2017). Evaluation of hotel information technologies and E- Commerce strategy. Tourism Management Perspectives, 23, 105–110. https://doi.org/10.1016/j.tmp.2017.06.003
Mariani, M., & Borghi, M. (2021). Customers’ evaluation of mechanical artificial Intelligence in hospitality services: a study using online reviews analytics. International Journal of Contemporary Hospitality Management, 33(11), 3956–3976. https://doi.org/10.1108/IJCHM-06-2020-0622
Minghetti, V., & Buhalis, D. (2009). Digital Divide in Tourism. Journal of Travel Research, 49(3), 267–281. https://doi.org/10.1177/0047287509346843
Morosan, C., & DeFranco, A. (2016). It's about time: Revisiting UTAUT2 to examine consumers’ intentions to use NFC mobile payments in hotels. International Journal of Hospitality Management, 53, 17–29. https://doi.org/10.1016/j.ijhm.2015.11.003
Ozdemir, O., Dogru, T., Kizildag, M. and Erkmen, E. (2023), "A critical reflection on digitalization for the hospitality and tourism industry: value implications for stakeholders", International Journal of Contemporary Hospitality Management, Vol.35, No. 9, 3305-3321. https://doi.org/10.1108/IJCHM-04-2022-0535
Pelet, J.-É., Lick, E. and Taieb, B. (2021), "The internet of things in upscale hotels: its impact on guests’ sensory experiences and behavior", International Journal of Contemporary Hospitality Management, Vol. 33 No. 11, pp. 4035- 4056. https://doi.org/10.1108/IJCHM-02-2021-0226
Priporas, C. V., Stylos, N., & Fotiadis, A. K. (2017). Generation Z consumers' expectations of interactions in smart retailing: A future agenda. Computers in Human Behavior, 77, 374–381. https://doi.org/10.1016/j.chb.2017.01.058
Shin, H. H., & Jeong, M. (2022). Redefining luxury service with technology implementation: the impact of technology on guest satisfaction and loyalty in luxury hotel. International Journal of Contemporary Hospitality Management, 34(4). https://doi.org/10.1108/ijchm-06-2021-0798
Simko, M. & Mattsson, M., (2019), 5G Wireless Communication and Health Effects,International Journal of Environmental Research and Public Health, 16 (18), pp.1-23.
Sujood, Hamid, S. and Bano, N. (2021a), “Behavioral intention of traveling in the period of COVID-19:an application of the theory of planned behavior (TPB) and perceived risk”, International Journal of Tourism Cities, Vol. 8 No. 2, pp. 357-378, doi: 10.1108/IJTC-09-2020-0183.
Sujood, Hamid, S. and Bano, N. (2021b), “Intention to visit eco-friendly destinations for tourism experiences: an extended theory of planned behavior”, Journal of Tourism, sustainability and Well-Being, Vol. 9 No. 4, pp. 343-364.
Tan, G. W. H., et al. (2020). The impact of digital infrastructure on hotel guest experience: A case study of a luxury hotel in Kuala Lumpur. Journal of Hospitality and Tourism Technology,11(1), 456-471. https://doi.org/10.1108/JHTT-05-2019-0035
Taylor, S. and Todd, P.A. (1995), “Understanding information technology usage: a test of competing models”, Information Systems Research, Vol. 6 No. 2, pp. 144-176.
Tussyadiah, I. (2020). A review of research into automation in tourism: Launching the Annals of Tourism Research Curated Collection on Artificial Intelligence and Robotics in Tourism. Annals of Tourism Research, 81, 102883. https://doi.org/10.1016/j.annals.2020.102883
Tussyadiah, I. (2020). A review of research into automation in tourism: Launching the Annals of Tourism Research Curated Collection on AI and robotics in tourism. Annals of Tourism Research, 81, 102883.
Umar Abdul Jabbar, Bayu Ade Prabowo, & Rafi Athallah Hanafi. (2024). Digital Transformation in Hotel Management: Optimizing Guest Experience in the industry 4.0 Era. Proceeding of the International Global Tourism Science and Vocational Education, 1(1),177–190. https://doi.org/10.62951/icgtsave.v1i1.
Venkatesh, V., & Davis, F. D. (2000). A theoretical extension of the Technology Acceptance Model: Four longitudinal field studies. Management Science, 46(2), 186–204. https://doi.org/10.1287/mnsc.46.2.186.11926
Wang, D., Li, X., & Li, Y. (2020). Chinese travelers' use of smartphone applications: An empirical investigation. Asia Pacific Journal of Tourism Research, 25(4), 353–365. https://doi.org/10.1080/10941665.2020.1732743
Wang, Y.-S. et al. (2016). Factors affecting hotels’ adoption of mobile reservation systems: A technology-organization-environment framework. Tourism Management, 53, 163–172. https://doi.org/10.1016/j.tourman.2015.09.021
Wong, J. W., et al. (2019). The impact of social media on hotel guest experience: A case study of a luxury hotel in Kuala Lumpur. Journal of Hospitality and Tourism Research, 43(1), 145- 158.https://doi.org/10.1177/1096348018815421
Yağmur, Y., Demirel, A. and Kılıç, G.D. (2024), "Top quality hotel managers' perspectives on smart technologies: an exploratory study", Journal of Hospitality and Tourism Insights, Vol. 7 No. 3, pp. 1501-1531. https://doi.org/10.1108/JHTI-09-2022-0457
Yörük, T., Akar, N., & Özmen, N. V. (2023). Research trends on guest experience with service robots in the hospitality industry: a bibliometric analysis. European Journal of Innovation Management. https://doi.org/10.1108/ejim-09-2022-0530
Youssofi, M. (2023). Leveraging big data analytics for personalized guest experiences in Malaysian hotels. International Journal of Contemporary Hospitality Management, 35(4), 1124-1140.
Zarezadeh, Z. Z., Rastegar, R., & Xiang, Z. (2022). Big data analytics and hotel guest experience: a critical analysis of the literature. International Journal of Contemporary Hospitality Management, 34(6). https://doi.org/10.1108/ijchm-10- 2021-1
