Examining the role of personality traits in guestroom technologies
Journal of Hospitality and Tourism Insights
ISSN: 2514-9792
Article publication date: 21 March 2023
Issue publication date: 26 January 2024
Abstract
Purpose
This study aimed to identify distinctive characteristics of hotel guests and understand their perception of guestroom technologies (GRTs) in hotels by utilizing the theory of consumer innovativeness and the social influence theory.
Design/methodology/approach
The data were collected from 268 hotel guests. The K-means clustering algorithm was employed to identify participants based on their views on the significance of technologies provided in guest rooms. A multivariate analysis of variance was applied to investigate if there were significant differences among clusters regarding social influence on hotel bookings, technology innovativeness and technology expertise and knowledge.
Findings
Two clusters were identified: technology compassionates and casual users of technology. Findings revealed that technology compassionates are more influenced by their friends when booking a hotel compared to casual users of technology. The ability to link up multiple wireless mobile devices, accessible outlets and mobile websites were the most critical GRTs for technology compassionates.
Practical implications
Technology should be considered a crucial part of the hotel guest experience. Hoteliers ought to continue investing in smart technologies to improve their guests' experiences. GRTs can reduce overhead staff costs while giving guests more control over their stay by utilizing everyday items like smartphones and offering them more power over their lodging experience.
Originality/value
This study advances the existing literature on GRTs by identifying which GRTs produce the most customer satisfaction. Moreover, this study explores the impact of social influence, innovativeness as a personality trait and having expert knowledge of technologies on preferences for GRTs.
Keywords
Citation
Demirciftci, T., Bilgihan, A., Erdem, M. and Baloglu, S. (2024), "Examining the role of personality traits in guestroom technologies", Journal of Hospitality and Tourism Insights, Vol. 7 No. 1, pp. 352-370. https://doi.org/10.1108/JHTI-11-2022-0529
Publisher
:Emerald Publishing Limited
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