Hotel Service Innovation with Smart Technologies: Exploring Consumers’ Readiness and Behaviors

This research investigated consumer behaviors for a smart hotel, which is driven by innovative technologies along with the fourth industrial revolution. Considering its enormous potential to become hotel of future, we aimed offer better understanding consumers’ intricate decision-making process and choice. A robust model was developed incorporating technology readiness into merged framework encompassing acceptance planned behavior theory. The results data analysis discovered significant role each variable, such as readiness, perceived ease use, usefulness, attitude, subjective norm, behavioral control, confirmed all hypotheses within combined model. proposed theoretical sufficiently accounted intentions discussions involved managerial implications this research.