This paper examines the impact of technological readiness, technological expectation and social influence on guest behavior toward using technologies available in hotels. Three models were run through a sequence of regression analyses, with data obtained from a sample of Portuguese hotel guests. We confirmed all our propositions: technological readiness (P1), technological expectations (P2) and social influence (P3) positively influence the guest's intention to use hotel technology. That confirms the literature’s assumptions, but our results go beyond and reveal new premises indicating what factors nowadays have more influence on the guest's behavior toward technology adoption during their stay. The intention to use technologies in hotels is driven by the guests’ capacity for knowledge, optimism, a positive attitude toward technology, and a tendency toward a technological pioneering profile. In addition, the intention to use technology is accelerated by the social influence of friends, family, and colleagues who may have stayed in hotels that provide technologies to improve the customer experience. However, social media and influencers don't impact the guests’ decisions to adopt technology during their stay.

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How Social Influence Shapes Hotel Guests’ Tech-Savvy Choices

  • Adriana F. Chim-Miki,
  • Rui A. da Costa,
  • Fevzi Okumus

摘要

This paper examines the impact of technological readiness, technological expectation and social influence on guest behavior toward using technologies available in hotels. Three models were run through a sequence of regression analyses, with data obtained from a sample of Portuguese hotel guests. We confirmed all our propositions: technological readiness (P1), technological expectations (P2) and social influence (P3) positively influence the guest's intention to use hotel technology. That confirms the literature’s assumptions, but our results go beyond and reveal new premises indicating what factors nowadays have more influence on the guest's behavior toward technology adoption during their stay. The intention to use technologies in hotels is driven by the guests’ capacity for knowledge, optimism, a positive attitude toward technology, and a tendency toward a technological pioneering profile. In addition, the intention to use technology is accelerated by the social influence of friends, family, and colleagues who may have stayed in hotels that provide technologies to improve the customer experience. However, social media and influencers don't impact the guests’ decisions to adopt technology during their stay.