Tourist motivation to adopt smart hospitality: the impact of smartness and technology readiness

Abstract

Purpose

As smart technologies rapidly permeate the hospitality industry, understanding their impact on guest experiences is crucial. Existing research often treats smart technology as a peripheral factor, without fully exploring the essence of “smartness.” This study addresses that gap by leveraging the Hedonic Information Systems Acceptance Model (HISAM) to differentiate between the utilitarian and hedonic motivations that influence tourists' intentions to stay in smart hotels. Additionally, we introduce technology readiness as a moderating factor, examining how individual traits affect behavior in smart hospitality environments.

Design/methodology/approach

Using SmartPLS 3.2.8, we conducted structural equation modeling (SEM) on 311 valid samples to empirically test our hypotheses.

Findings

Our results reveal that HISAM factors significantly influence tourists’ intentions to engage with smart hotel services. Notably, the perception of smartness emerges as a key driver of perceived ease of use, usefulness and enjoyment. These insights pave the way for both theoretical advancements and practical applications, with recommendations for future research outlined.

Practical implications

This study not only advances theoretical understanding but also provides actionable insights for the hospitality industry. By identifying the factors that enhance user experience in smart hotels, industry professionals can better meet evolving guest expectations and preferences, thereby improving service quality and customer satisfaction.

Originality/value

This pioneering study is the first to integrate the concept of smartness within the HISAM framework, establishing a robust foundation for future research in the tourism and hospitality sectors. Furthermore, the introduction of technology readiness as a moderating variable offers a fresh perspective on individual differences in the adoption of smart technologies.

Citation

Khan, S. and Khan, S.U. (2024), "Tourist motivation to adopt smart hospitality: the impact of smartness and technology readiness", Journal of Hospitality and Tourism Insights, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/JHTI-04-2024-0335