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This paper aims to explore the impact of emerging technologies, such as virtual reality, voice search, artificial intelligence, robotics and the Metaverse on hotel sales, marketing and revenue optimization.

This paper uses a combination of articles published in Journal of Hospitality and Tourism Technology and industry case studies to examine the integration of innovative technologies in hotel sales, marketing and revenue optimization strategies, plus the role of fundamental practices in ensuring long-term success.

The analysis demonstrates that innovative technologies can significantly enhance customer engagement, streamline booking processes and unlock new revenue streams. However, this paper also highlights the importance of fundamental marketing practices, such as user-friendly websites, fast and reliable/mobile-friendly websites, search engine optimization, social media engagement, content marketing and data-driven revenue management, in maintaining a hotel’s competitive advantage in the dynamic world of hospitality.

The findings suggest that hoteliers need to strike a balance between embracing emerging technologies and maintaining traditional marketing fundamentals to remain competitive and drive revenue growth. This integrated approach ensures long-term success in the ever-evolving hospitality landscape.

This paper bridges the gap between academia and industry practitioners by providing practical insights and implications that can be applied directly to hotels’ marketing and operational practices. The paper highlights the importance of balancing innovation with fundamental marketing strategies, emphasizing the need for an integrated approach to ensure long-term success in the ever-evolving world of hotel sales, marketing and revenue optimization – as well as those same tools in a plethora of hospitality and tourism venues working alongside the accommodations sector.

探讨新兴技术（如虚拟现实、语音搜索、人工智能、机器人技术和元宇宙）对酒店销售、营销和收入优化的影响。

本文结合发表在《酒店旅游科技杂志》（JHTT）的文章和行业案例, 研究了创新技术在酒店销售、营销和收入优化策略中的整合, 以及基础实践在确保长期成功方面的作用。

分析表明, 创新技术可以显著增强客户参与度, 简化预订流程, 并开拓新的收入来源。此外, 文章强调了基本营销实践, 如用户友好的网站、快速可靠/移动友好的网站、搜索引擎优化、社交媒体参与、内容营销和数据驱动的收入管理, 在保证酒店在充满变化的行业竞争中维持优势的重要性。

研究结果表明, 酒店经营者需要在使用新兴技术和保持传统营销基本原则之间取得平衡, 以保持竞争力并推动收入增长。这种综合方法确保在不断发展的酒店销售、营销和收入优化领域取得长期成功。

本文通过提供可直接应用于酒店营销和运营实践的实际见解和影响, 弥合了学术界与行业从业者之间的鸿沟。文章强调了创新与基本营销策略的平衡的重要性, 强调了综合方法的必要性, 以确保在不断发展的酒店销售、营销和收入优化领域取得长期成功, 以及这些工具在众多酒店和旅游场所与住宿部门一起工作的多样性领域中的应用。

The main purpose of the study is to reveal the hotel managers' perspectives strategies, and predictions on smart technologies, and their expectations for current staff and potential staff to be employed in the future.

A qualitative research approach was used to reveal the internal perspectives of managers to determine their Smart Tourism (ST) perspectives. With the snowball sampling method, face-to-face interviews were conducted with 16 senior hotel managers working in a 5-star hotel in Antalya. The data obtained were carried out with inductive content analysis and descriptive analysis from qualitative research analysis methods.

In this study, hotel managers' broad perspectives on ST were discussed in depth and presented comprehensively. Managers' perceptions of smart technologies are classified in terms of aggregate dimensions and themes. Among the most important findings, rapidity/quickness, managing/holistic assessment, standardization, harmony/integration-coordination and experience-memory, defined as the crossroads of total dimensions or the heart of smart technologies, were identified as the most important themes. In addition, Stylos et al. (2021), another important finding is the classification of technologies used in top-quality hotels, based on the conceptual framework for smart technologies presented in the literature.

The effective and efficient use of technology, its internalization and openness to technology provides important advantages in hotels such as increasing revisits and satisfaction, providing loyalty and reducing costs. Thus, the perceptions, practices, strategies and prediction of senior managers working in high-level hotels about ST provide valuable data to other hotels that want to survive in the competition.

From a theoretical point of view, this study is valuable in that it deals with the ST perceptions of senior managers with an exploratory research approach. Managerially, the research findings offer valuable contribution about the attitudes, trends, forecasts and expectations of senior managers working in high-level hotels towards ST.

The aim of this research, which is based on a literature review and bibliometric analysis, is to reveal the development of green technologies in hotels, based on the articles published in tourism and hospitality journals between 1999 and 2020.

Based on five conditions and five databases, 64 journal papers were retrieved and reviewed. Among the surveyed publications pertinent to the eco-friendly/green technology practices at hotels, the majority focus was on the need for eco-friendly/green technology practices at hotels and the schemes implemented to achieve sustainable development.

The research findings especially from the last decade report that today's guests generally prefer green hotels based on their increased awareness of environmental degradation and an ever-growing need for conservation and sustainability.

The environmental responsibility which is inherent in the hospitality and tourism industry due to the environmental burden generated by the combined effect of both industries on Mother Earth, brings forth a substantial sense of commitment on the part of hotel companies. In that regard, a set of corporate initiatives in the form of green technology practices are implemented by hotels, toward the development of new product and service offerings, management of processes and corporate policy formation.

This research focuses on green technologies aimed at sustainability in the field of accommodation and tourism, consisting of a systematic literature search on the subject. It is important in the way that it provides a general overview to researchers in terms of the theoretical implications of green technologies while also offering a road map with respect to green technology applications to the practitioners of the field.

The aim of this mixed methods study sought to investigate the preferences and challenges towards fourth industrial revolution (FIR) technologies adoption at hotels in Malaysia.

The study adopted partially-mixed concurrent quantitative-dominant mixed methods. The quantitative part of the study examined the preferred FIR technologies for hotels; whiles the qualitative part explored the challenges towards their adoption.

The results revealed that Internet of things, big data, cloud computing, artificial intelligence and cyber physical systems were the preferred FIR technologies for hotels. The findings revealed significant relationships between respondents' socio-demographic characteristics (age, gender, working experience, etc.) and preferred FIR technologies. Penultimately, challenges that affect the adoption of FIR technologies including investment cost, migration cost, trust, etc., were discussed.

In effect, findings from this study provide valuable information for policy makers (i.e. hotel owners, management, technology providers and future researchers). Most especially, the study unearths specific FIR technologies preferred by the hospitality and tourism industry. Also, the significant interplay of these preferences vis a vis respondents' socio-demographic characteristics, as well as challenges influencing their adoption also have major implications for policy makers. Another valuable contribution of this study lies in the research method utilised, since most studies on technology adoption either use quantitative or qualitative. These contributions for theory and practice have been thoroughly discussed.

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.

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.

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.

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.

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.

The purpose of this study is to determine the satisfaction of the guests who stay at hotels offering technology-supported products and services related to the services and products they receive by using the opinion mining technique.

In this research, 12,396 customer reviews on booking.com related to ten hotels belonging to a hotel chain using technology-supported products were evaluated with aspect-based sentiment analysis techniques.

As a result of this study, it has been determined that using technology in hotel businesses creates a positive impression on customer satisfaction. It has been determined that the enrichment of standard hotel business products such as beds and room lighting with technology, in a way that will not be very costly, affects the guests. In addition, it is interesting that technological features such as robots and room service robots, which are called “High & Technology” in this study, are evaluated by customers in the service process.

The hotel managements have the opportunity to evaluate the services we offer by analyzing their online comments and to see their own image from the eyes of the guests. Hotel businesses must learn about customer expectations for technologies with high investment costs. This study, which analyzes online customer reviews, enables tourism businesses that offer technology-supported products and services and invest in technology in service delivery, to understand how customers evaluate the service.

In this study, customer reviews of a hotel group operating in many countries belonging to a hotel group that enriches its standard products with technology and provides service with the concept of a “smart hotel” were examined. This study contributes to the understanding of customers' experience of using technological products in hotel businesses. This study contributes to the literature on customers' satisfaction with technological hotel products and services and the decision of hotels to invest in technology.

本研究通过使用意见挖掘技术旨在确定入住酒店的客人的满意度。这些客人接受酒店提供的产品相关的技术支持和服务。

在这项研究中, 使用基于特定方面的情感分析技术评估了 booking.com 上与属于连锁酒店的 10 家酒店相关的 12,396 条客户评论, 这些酒店均使用科技支持的产品。

作为这项研究的结果, 已经确定在酒店业务中使用科技会对客户满意度产生积极的影响。已经确定, 标准酒店商务产品（例如床、房间照明等）的丰富科技以不会非常昂贵的方式影响客人。此外, 客户感兴趣的是在本研究的服务过程中包括机器人和技术特征, 例如客房服务机器人, 作为“高科技”层面。

酒店管理层分析了客人的在线评论, 并有机会评估他们的服务并从客人的眼中看到自己的形象。酒店企业必须了解客户对高投资成本技术的期望。本研究分析了直接体验过的消费者的意见。因此, 研究结果将使决定投资服务技术的酒店企业受益。

在这项研究中, 我们对一家在许多国家经营的酒店集团的客户评论进行了调查。该酒店属于一家酒店集团, 该集团以技术丰富其标准产品, 并以“智能酒店”的概念提供服务。该研究有助于了解客户在酒店业务中使用技术产品的体验。该研究扩展了客户对酒店科技产品和服务的满意度的文献, 以及对酒店投资技术的决策做出贡献。

The term smartness has been discussed in the academia for many years; prior research has listed numerous advantages and encouraged business entities to implement smart technologies. However, stakeholders’ knowledge level, support intention and barriers to smart technology have been under investigated. Without the support of stakeholders, smart projects can hardly be implemented. This paper aims to explore the above-mentioned under investigated area and identify the gaps between academia and the hotel industry in Taiwan.

In-depth interviews were conducted with nine hotel stakeholders in Taiwan with investors, owners, managers, technology suppliers and information technology consultants. Three key areas were focused on: smart hotel definition, expectations from smart hotel and known barriers for implementing smart technologies.

The definition of smart hotel among all stakeholders was inconsistent. Stakeholders defined a smart hotel according to their role in the organization: revenue boost, service customization, operations effectiveness and in-room automation. However, the key functions of smart technologies, such as interconnectivity and interoperability with business partners’ application (e.g. online travel agencies) and linkage to external Big data for accurate revenue forecast, were not mentioned by the interviewees. In addition, social media monitoring, robots and artificial intelligence were not mentioned during the interview.

This study attempted to identify Taiwanese hotel stakeholders’ perspective on smart hotel and to compare the outcome with academic research. The result indicated that there is a big gap in the definition of “smart hotel” among stakeholders and academia and reflected several barriers that prohibit hotel owners and investors in implementing smart systems.

The purpose of this paper is to provide a benchmark for hotel operators to understand in-room technology trends and the impact of in-room technology on business performance.

The survey questions are based on existing literature and suggestions from the American Hotel and Lodging Association Technology and E-commerce Committee. The authors collected 206 usable samples from managers, vice presidents, presidents, owners and executives from hotel companies and utilized cross-tab analysis and multiple regression analysis.

The results demonstrate that installing specific in-room technologies can have a significant effect on enhancing the customer experience and increasing revenue. The study also presents the most commonly installed in-room technologies those hoteliers plan to install in the near future.

Proper strategies are recommended to help hospitality managers understand the impact of different in-room technologies on the hospitality industry; particularly as they relate to guest experience and profitability.

By identifying the most popular in-room technologies currently available and examining which in-room technologies can be effective at enhancing guest experience and increasing revenue, this study fills the gap between the findings of previous studies and the observations from industry practitioners.

Technology-based innovation (TBI) is a primary approach across the hospitality industry to improve customer experience. It is essential to know the critical factors that affect consumers’ acceptance of hotels’ TBI. The effect of consumers’ attitudes toward technology is hypothesized to affect the acceptance of TBI besides commonly used technology acceptance models.

A model of attitudes toward technology influence on TBI was constructed and tested by inviting participants to watch a video of a keyless check-in process of a leading hotel chain and then completed a questionnaire. The attitudes toward technology were measured using the technology adoption propensity (TAP) scale.

Attitudes toward technology strongly affect the hotel’s booking intention (BI) used as a proxy for consumers’ acceptance of hotels’ TBI. However, attitudes toward technology can only influence BI through the mediating variables of trust and curiosity.

The findings provide useful insights, encouraging hotels to positively enhance consumers’ attitudes toward technology when introducing TBI services.

Most research on the acceptance of e-commerce technology focuses on consumers’ resulting attitudes or emotions using the products or services. In contrast, this study investigates the effect of consumers’ attitudes toward technology on accepting hotels’ TBI service. The study demonstrated that attitudes toward technology substantially impact the acceptance of hotels’ TBI service. Furthermore, the study provides empirical support on the use of the TAP scale in complex TBI services.

科技创新（TBI）在酒店业提高消费者体验的实践中属于首选方法。了解哪些影响消费者接受酒店TBI的因素至关重要。本论文假设, 除了常用的科技接受模型以外, 消费者对科技的态度会影响到TBI接受度。

本论文开发了一个关于对科技的态度作用于TBI的模型, 并邀请受访者观看在一家行业尖端的连锁酒店中采用无钥匙登记流程的VCR, 然后完成调研问卷。本论文采用科技接纳量表TAP来衡量消费者对科技的态度。

科技态度对酒店订房意图, 作为消费者接受酒店TBI接受度的代表, 有很大的影响。然而, 科技态度只通过信任和好奇感两个中介变量来实现订房意图。

研究结果提供有用见解, 鼓励酒店通过介绍TBI服务积极增强消费者对科技的态度。

大多数研究电子商务接受度的文章往往专注在消费者使用产品或服务的态度变化或者情感倾向。相反, 本论文研究消费者对科技的态度作用于消费者接受酒店TBI服务的态度。本论文证明了对科技的态度显著影响了酒店TBI服务接受度。此外, 本论文还提供实践证明采用TAP量表来研究TBI服务的文章。

The purpose of this paper is to apply institutional theory to demonstrate if and how mimetic, coercive and normative pressures shape technology adoption in hotels and lead to institutional isomorphism.

The study uses a qualitative approach involving interviews with managers representing 20 different hotels. A theory-driven thematic analysis was carried out with institutional theory concepts serving as guidance. The data analysis involved three phases, namely, pre-analysis, exploration and finalizing of results. Nvivo software was used to assist with the coding.

The results show signs of isomorphism on a large scale across several items related to technology adoption practices and uses of technological tools. For instance, hoteliers adopt similar standards, feel the need to mimic competition and all strive to be well-evaluated on sites such as TripAdvisor to achieve legitimacy in the marketplace. In contrast, coercive pressures from trade associations or other governing bodies seem to have little influence on technology adoption decisions. Instead, consumers are seen as powerful agents driving technology adoption in the industry. Regarding normative pressures, certification from third parties is perceived as a more important source of legitimization than recognition from government institutions or trade associations.

This study contributes to the still limited literature on institutional theory in tourism and provides an alternative perspective to understanding technology adoption from a rational technology acceptance model point-of-view.

該研究應用制度理論來證明模仿壓力, å¼·制壓力和規範壓力是否以及如何影響酒店的技術æ¡用並導致制度同構.

該研究æ¡用定性方法, 涉及與代表20家不同酒店的經理進行的訪談。以製度理論為指導, 進行了理論é©動的主題分析。數æ分析涉及三個é段：預分析, 探索和確定結果。 Nvivoè»件用於協助編碼.

結果表明, 在與技術æ¡用實踐和技術工具使用有關的若干項目中, 同構現像出現了大規模的跡象。例如, 酒店經ç者æ¡用類似的æ¨æº, 覺得有必要模仿競爭, 並且所有人都努力在TripAdvisor等網站上進行良好的評估, 以實現市å ´合法性。相反, 來自行業協會或其他理事機構的å¼·制壓力似乎對技術æ¡用決策幾乎沒有影響。相反, 消費者被視為推動行業技術æ¡用的å¼·大代理商。關於規範壓力, 與政府機構或行業協會的認可相比, 第三方的認證被認為是更重要的合法化來源。

這項研究為仍然有限的旅遊業體制理論文ç»做出了è²¢ç», 並提供了從理性技術接受模型的角度理解技術æ¡用的替代視角。

关键词: 關éµ字制度理論, 技術æ¡用, 合法性, 技術, 酒店, 制度同構

la investigación aplica la teoría institucional para demostrar si las presiones miméticas, coercitivas y normativas influyen en la adopción de tecnología en los hoteles y cómo conducen al isomorfismo institucional.

el estudio utiliza un enfoque cualitativo que involucra entrevistas con gerentes que representan a 20 hoteles diferentes. Se llevó a cabo un análisis temático basado en la teoría con conceptos de teoría institucional que sirven de guía. El análisis de datos incluyó tres fases: preanálisis, exploración y finalización de resultados. El software Nvivo se utilizó para ayudar con la codificación.

los resultados muestran signos de isomorfismo a gran escala en varios elementos relacionados con las prácticas de adopción de tecnología y el uso de herramientas tecnológicas. Por ejemplo, los hoteleros adoptan estándares similares, sienten la necesidad de imitar la competencia y todos se esfuerzan por ser bien evaluados en sitios como TripAdvisor para lograr legitimidad en el mercado. En contraste, las presiones coercitivas de las asociaciones comerciales u otros órganos de gobierno parecen tener poca influencia en las decisiones de adopción de tecnología. En cambio, los consumidores son vistos como agentes poderosos que impulsan la adopción de tecnología en la industria. Con respecto a las presiones normativas, la certificación de terceros se percibe como fuentes más importantes de legitimación que el reconocimiento de instituciones gubernamentales o asociaciones comerciales.

este estudio contribuye a la literatura aún limitada sobre teoría institucional en turismo y proporciona una perspectiva alternativa para comprender la adopción de tecnología desde un punto de vista racional del modelo de aceptación de tecnología.

Teoría institucional, Adopción de tecnología, Legitimidad, Tecnología, Hoteles, Isomorfismo institucional