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We could see that guests during their stay find it exciting and vital the immersive technologies (ICT) provided by hotel guests reflect an exciting advancement in the hotel industry’s market technologies. These innovations are developed to make purchases simpler and increase the consistency of the guest experience. This study describes how hotels adapt and acquire ICT for the guests and how in hotels, guests develop attitudes and plan to use ICT. The paper attempts to resolve these concerns. Robots, artificial intelligence, and service automation have started to be embraced by travel, tourism, and hospitality firms. Chatbots, delivery robots, robot concierges, conveyor restaurants, self-service information/check-in/check-out kiosks, and many others. Despite the enormous advancements in social robotics, the research on robots in tourism has been minimal. The adoption of ICT is dependent on the labor and technology costs, customers’ readiness and willingness to be served by robots, cultural characteristics of both customers and service providers, And other variables. The paper discusses the practical problems that tourism companies face while enforcing ICT.
Get original essayArtificial Intelligence, service automation, Hotel technology, Customer satisfaction, Information and communication technology (ICT)
In the current world of information communication technology era, the world and the hotel industry have adapted and started implementing new ways to impress guests to hotels or inns in and around the world. Studies have shown that a few guests who frequently travel for leisure or official work nowadays prefer more technologically supported and innovative hotels, resorts or inns for their stay during that time. More comfortable they feel with less human interaction after their busy schedules or for privacy issues.
The study showed a significant association between the implementation of ICT and the happiness of hotel guests. It is assumed that the study results will be used to direct hotel managers with the most significant impact on customer loyalty to the ICT components. These findings can help national-level policymakers formulate optimal strategies for improving the Jamaican hotel industry (Chevers and Spencer 2017). Robotics tends to be the way of the future for hotel services, especially in production environments. Service robots are seen as a possible workforce in hotels, with the potential to replace or assist human employees, thereby lowering labor costs. Several forward-thinking hotels have recently implemented service robotics to provide exceptional guest experiences. The word “robot” is a catch-all phrase in the hospitality industry, but it is a hazy idea that applies to a wide variety of robot configurations and functions. It is necessary to comprehend the impact of human-robot interaction (HRI) in the hotel industry. There are skeptics of HRI, particularly in upscale hotels, that stress the importance of the human touch. Many people believe that robotics will never fully substitute or satisfy those facets of hotel guest interactions, such as human-staff interaction. Just a smattering of data exists on the possible impact of using service robots in hotels. Investigating hotel managers’ and customers’ views on various service efficiency aspects of HRI will provide a factual basis for understanding service robotics’ future. (Choi et al. 2020).
Technology for the hospitality industry started to be adopted in the mid-20th century and has been steadily improving since then. Industry professionals and analysts have been concerned about the importance of technology and its potential impact on customers’ satisfaction since its introduction. Amid these reservations, hospitality technology applications are tasked with establishing a foundation for tactical advantage, increased competitiveness, improved financial efficiency, and expanded guest experience. Industry experts have argued for the importance of technology in conducting hospitality purchases and processes for more than a decade. Hotel companies aim to devote considerable resources to tracking the customer experience after realizing that prospective customers put a high value on experience and loyalty when choosing a hotel. Given the hotel industries’ enthusiasm for software amenities and the latter effect of technology on guest satisfaction, this analysis aimed to quantify and track guest satisfaction with current technology-based amenities and investigate the extent of all of these amenities’ impact on client satisfaction. (Cobanoglu et al. 2011).
The exponential advancement in information and communication technology (ICT) has dramatically altered the hospitality sector’s operational landscape. ICT is seen as a business asset that helps improve customer loyalty while still giving a customer a better experience. As an outcome, a customer can access hotel services and products from any place at any time. In specific, hotels use ICT to personalize their tourist attractions, which can contribute to increased guest satisfaction. The implementation of ICT in hotels is thought to be a match outcome for all parties involved. (Chevers and Spencer 2017) .
One of the most diverse sectors in the world is the hotel industry. Consumers are gradually turning to the internet to post their views and make recreation and tourism choices. The internet is used by 32.7 percent of the world’s population. According to a recent survey, customers who trust ICT usage during their stay are more likely to broadcast their experience in a virtual medium and establish more loyalty behaviors. Customers’ perceptions of ICT, consumer loyalty, and word-of-mouth behaviors in hotels were examined in this report (Farías 2012).
The understanding of the hotel’s use of technology by guests has a positive impact on loyalty. Customers who enjoy technology during their stay are most likely to share their good experiences online. Women, younger customers, company guests, regular visitors, and those who get more online tips are the categories where some WOM effects are more potent. There could be a connection between receiving and participating in eWOM. ICT-savvy clients are more loyal if online ratings moderate such ICT-related relationships. Loyalty is measured by expectations and recommendations (Moliner-Velázquez, Fuentes-Blasco, and Gil-Saura 2019).
Hotel Introduction of ICT, IMC, and guest preferences will boost Hotel brand loyalty and give them a competitive edge. Traditional marketing strategies are no longer enough to distinguish one hotel from another. According to the writers, marketers’ activities should influence customer perceptions of quality and develop a strong brand picture. According to the researchers, this report’s findings have significant consequences for managers in the hospitality industry in general and hotel (marketing) managers. Managers should be encouraged to use emerging technology further if they understand the interaction between ICT and IMC. (Šeri? and Gil-Saura 2012) .
One of the most diverse sectors in the world is the hotel industry. Consumers are gradually turning to the internet to post their views and make recreation and tourism choices. The internet is used by 32.7 percent of the world’s population. According to a recent survey, customers who trust ICT usage during their stay are more likely to broadcast their experience in a virtual medium and establish more loyalty behaviors. Customers’ perceptions of ICT, consumer loyalty, and word-of-mouth behavior in hotels were investigated in this report. (Farías 2012).
Hotels accept that delivering adequate support facilities to the increasing number of technology-savvy travelers is critical. Providing free wireless LANs will help hotels improve their online scores by up to 8%. On the other hand, large and mid-sized hotels are likely to have better cash balances and more amenities than small hotels. Large hotels seem to be slower than mid-size hotels in adopting smartphone apps. In the next three years, all segments expect smartphone device consumption to triple. Over the next three years, hotels of all types will provide more smartphone apps to their clients. The direction of hoteliers’ technological acquisitions seems to be shifting away from a specific form of technology. The focus of hoteliers’ technological expenditures seems to be shifting away from specific types of in-room technology and toward the facilities required to serve guests (Aryati 2017).
Hoteliers and visitors are increasingly using immersive mobility technology (IMT) in their rooms. IMT refers to guest-facing applications that make such activities more manageable and improve the overall hotel stay experience. Guests can use IMT to order goods, get travel information, communicate with hotel staff, and monitor room functions. IMT is usually given free of charge to hotel guests for the length of their stay. According to a study by Inutility, the costs of developing, deploying, operating, and maintaining IMT may be necessary. It is unclear which factors help guests establish attitudes and intentions about using IMT in hotels (Zhu and Morosan 2014).
The study compares tourist hotels’ performing arts images with nature- or built-based servicescapes on advertising effectiveness. To analyze the attention on the marketing areas study uses eye-tracking technology to record visual customer trajectories. Customers have higher fixation durations and counts for nature-based images than built-up service scales—the more seamless a fit between the servicescape and performing art, the greater the advertising effectiveness. The study results can benefit researchers in the hospitality industry and hotel advertising, the researchers say (Wang, Tsai, and Tang 2018).
T.R.’s position in the assessment and satisfaction with travel technologies is clarified in this report. Travelers with higher T.R.s had more robust and more diverse relationships across countries. The results suggest that tourism and hospitality service providers should incorporate T.R. and TES traveler steps. T.R. scales should be fine-tuned to capture the structures’ spirit adequately. More than 1,000 travelers took part in the research, which took place in Australia, China, and the United States. It was focused on an Air Canada online poll (Wang, So, and Sparks 2017).
Many service businesses are attempting to incorporate innovative features into their product-service offerings. Hospitality companies, such as restaurants, are an excellent example of an industry that might prosper from service advancement. Because of the exponential advancements in computer technology, the hospitality industry is continuously evolving. To remain competitive in such a changing setting, hotel managers would need to rely more intensely on consumer tastes, pricing, and technical interfaces. In recent years, the hospitality industry has been the fastest-growing in the United States. In the hospitality sector, the number of visitors has increased dramatically. Before introducing additional offerings, hotel operators must gain a better understanding of market tastes. Customer preference is influenced by service creativity, which can lead to improved sales for a company. The financial advantages of introducing service improvement can be seen in IBM’s creative service program, which is only one example. The hotel style has the most significant influence on the hotel options of both business and leisure travelers. According to the report, the technological alternative, explicitly booking hotel reservations over the internet, has the smallest effect on business travelers’ decisions (Victorino et al. 2005).
Tourism robotics has been the subject of a concise review. Future research should consider how businesses can integrate emerging technology into their operations. The advantages and disadvantages of modern technologies are many, and managers must weigh all of them before determining whether to implement them. Though the future is unknown, RAISA will significantly impact the transport, leisure, and hospitality industries. The paper acknowledges that RAISA acceptance is conditional and that RAISA would be the company’s benefit. It discusses the realistic challenges that tourism companies face while introducing RAISA (e.g., resistance to change, program reengineering) and provides suggestions for tourist companies and robot manufacturers about resolving these issues. It examines ways to prevent workforce resentment and strengthen rather than weaken organizational culture and traditions. It also considers the risks and benefits of RAISA implementation (hotels, restaurants, tourist and entertainment businesses, theme parks, airports, car rental firms and travel brokers) (Ivanov and Webster 2017).
With a gross domestic product (GDP) of 7-8% in 2015, India is predicted to continue on a high growth path. The travel and tourism industry has developed into a significant employer. Throughout 2015 and 2016, inbound arrivals and outbound travel are projected to increase. KPMG (KPMG): Indian hoteliers must act and devise strategies to maintain and improve their businesses. One of the solutions is to improve consumer service through creativity (both technical and non-technological). According to the authors, it aids in ensuring that customers get quality service and get more value for their dollars. This paper aimed to look at how technological advancements affect people’s lives (deependra Sharma 2016).
Electronic devices known as guest empowerment technology (GETs) provide hotel guests with more personal control over their stay. In-room check-out systems, in-room entertainment systems, on-demand printing facilities, lobby kiosks, and online reservation systems are examples of GETs. The results of this study provide a roadmap for researchers interested in furthering such research. According to the paper, research is being conducted to determine the best way to balance guest needs with features of innovations implemented in a hotel environment. The study’s results are helpful for crucial decision-makers in the procurement of hotel guest room technology. The model used in this analysis is a step forward in the right direction. According to the paper, the model used in this study advances theoretical research on technology adoption and acceptance, especially in self-service environments such as GETs. The Hotel Association of India performed the research (TAI) (Schrier, Erdem, and Brewer 2010).
The technological decisions that an enterprise makes are continuously determining operational and strategic challenges. The use of technology will meet several organizational goals. Rental payments contribute to the profitability of ATMs, teleconferencing, and mobile phones. In addition to traditional sources of reservations, internet bookings have an additional revenue stream. The automated distribution of information to guests via e-mail and digital T.V. guides reduces the workload of the front desk and concierge employees. Hotel executives in the United States and Europe have stated that they plan to use information technology (Namasivayam, Enz, and Siguaw 2000).
The impact of economy hotel websites on customer eTrust and online booking intentions in China was investigated in this study. To improve eTrust and increase online booking intentions, hotel companies must prioritize the accessibility, entertainment, and complementarity of their respective websites during the development period. As a result of OTAs’ attacks, China’s economy hotels are being pushed to lower their costs. The study also has significant practical consequences for developing economy hotel websites in China to gain customer interest and improve online bookings (Li et al. 2017).
Hoteliers' and customers’ services-dominant logic, technological affordance ethic, and cognitive mapping are explored and contrasted in this study. Personalization is often seen as valuable in a few specific situations by customers. The use of hotel mobile apps is expected to provide a customized experience for hoteliers. The findings show the mechanism that underpins the understanding of human-produced technological functions. They have real-world implications for hoteliers. Customers choose Mobile hotel applications for their practical advantages, according to the report. It demonstrates how a customer’s fundamental cognitive perception about a technical function affects the function’s utility of use. Customers choose mobile hotel applications for their practical advantages, according to the report. It demonstrates how a customer’s fundamental cognitive perception about a technical function affects the function’s utility of use. It also demonstrates the process that underpins human beings’ view of technical functions to generate meaning (Lei, Wang, and Law 2019).
Young Russian adults could well receive the integration of service robots into the hotel industry. Only respondents’ acceptance of robots in hotels is related to their gender and general attitudes toward robots. Many in the hospitality industry that want to simplify high-touch personal services must be vigilant. The recent arrival of delivery robots and robot concierges in numerous hotels worldwide provides hotel guests with details provided by robots. Young Russian adults will be less resistant to the introduction of robotics. The results show that society is not uniformly favoring or opposed to adopting emerging technology but instead consists of varying degrees of approval or skepticism based on various attitudes and demographic influences. Since millennials are portrayed as technical experts who are open to emerging ideas, the study’s findings were unsurprising (Ivanov, Webster, and Garenko 2018).
The innovativeness, financial efficiency, customer satisfaction, and credibility of a hotel are all influenced by customer orientation. The hotel’s creativity behavior affects its financial success and customer satisfaction. According to the findings, consumer orientation on company success metrics is partly mediated by innovation behavior. By collaborating on hotel innovation and innovation, the report contributes to recent research on imagination. The results provide useful information about consumer orientation and the innovation chain (Grissemann, Plank, and Brunner-Sperdin 2013).
To improve guest loyalty, hotels also use technology as a value-added amenity. The use of this technology in a hotel will have a considerable effect on a guest’s overall satisfaction. VoIP telephone networks, pay-per-view movies, voicemail/messaging, gaming systems, and universal battery chargers are all examples of in-room technology beneficial. According to Kistner, Dickinson, and disruptive innovations have the propensity to turn into mainstream technologies, and as this happens, the innovator may gain a substantial competitive advantage. The range and type of technological facilities would be essential in deciding which hotel to stay at and whether or not to return. Guest satisfaction solutions could be used in promotional campaigns to target new buyers. This research results align with a national survey of AoA Technology’s hoteliers (Cobanoglu et al. 2011).
The hotel industry has begun to consider service robots as potential employees. In the hospitality and tourism industries, service robots are regarded as one of the most significant future developments. People are sentient creatures. Performance touch terms and the atmosphere for physical operation rank personnel facilities in support robotics higher. According to the report, the consistency of the result does not vary significantly. It is the first attempt to investigate how HRI is viewed in hotel environments by performing a) focus groups with hotel managers and b) an experiment that contrasts human and robot service expectations (Choi et al. 2020).
Jamaica is ranked 76th out of 141 countries in the Travel and Tourism Competences Report, which tests a country’s “tourism-friendliness.” Behind Barbados, Puerto Rico, and Trinidad and Tobago, Jamaica is the Caribbean’s fourth-best nation. The Ease of Doing Business Report ranks Jamaica 58th globally, behind only Puerto Rico, which is ranked 47th. Compared to the rest of the Caribbean, Puerto Rico has fewer restrictions and can access and use more ICT components. In Jamaica, information and communication technology (ICT) is seen as a strategic advantage, and the country should aspire to boost its global rankings to be the best in the field (Chevers and Spencer 2017).
According to previous research, the connection between CRM communication and business success is ambiguous. Marketing skills (planning and application) act as a bridge between the two parties. The thesis used regression and correlation analysis to analyze and test a sample of 447 hotel firms in Malaysia. CRM technology seems to be linked to the quad dimensions of organizational efficiency, according to the results. Finally, this research was useful both scientifically and organizationally. The comprehensive study looked at how CRM technology leads to corporate effectiveness and, as a result, creates a basis for information. Organizations need to understand what they can do to improve CRM technology performance. This study demonstrates the critical role of marketing skills (planning and execution) in converting CRM technologies into different business growth dimensions (financial, customer, and internal) and improving and increasing systems. CRM technology is a critical Dimension of hotel quality, according to this study. Hotel operators must also consider their marketing capabilities (planning and development). Hotels should take advantage of CRM technology to gain a competitive advantage and improve their performance (Mohammed, Rashid, and Tahir 2014)
Hotels in Madrid are facing increased competition, but the choice is to exit this sector and invest in more lucrative areas. Hotels have chosen to differentiate themselves by improving the quality of their facilities. Others have opted for a wait-and-see approach in reaction to shrinking profit margins. Year after year, the number of visitors visiting Madrid has increased, although the overall number of overnight stays has remained constant, even though the number of hotels and rooms available has increased faster than demand. The study concludes that technical advancement, new consumer demands, and intensified competition are the key motivating factors for hotels in the MAC (Ignacio et al. 2011).
The antecedents of customers’ ability and opposition to using artificially intelligent robotic devices are investigated in this report. External control, hedonic desire, anthropomorphism, success and effort anticipation, and emotions all influence customers’ intentions to use artificially intelligent products. This research provided significant theoretical contributions to the literature on A.I. adoption and hospitality management. It made several managerial suggestions that will help hoteliers plan to use A.I. robotic devices in their operations. This study’s theoretical contributions and managerial ramifications are discussed. Limitations and recommendations for further research, this study’s theoretical contributions, and managerial ramifications are discussed. There are some limitations to the report, as well as some suggestions for future research. The research was presented in the journal ‘Hotel Managements online edition (Lin, Chi, and Gursoy 2020).
The popularity of ICT has bolstered Integrated Marketing Communication (IMC) programmers’ most current communication management solution. It is thought to make a substantial contribution to the development of brand value. A study of the moderating role of advanced ICT in IMC-brand-based relations will be conducted. IMC systems are aided by the hospitality industry, especially the Italian industry. The importance of consumer perceptions and perceptions as a component of sales and marketing strategies is addressed. The model is tested and authorized using the IMC system’s visitor perception data and consumer views (Šeri?, Gil-Saura, and Ruiz-Molina 2014).
In recent years, how hotels advertise their goods and use ICT to deliver services to their guests has fundamentally changed. Any of the services that hotel guests expect to include online check-in/check-out, electronic point-of-sale devices such as credit card scanners, business centers to help with skyping/communicating with family members and friends when away from home and printing papers, in-room access to the internet, in-room entertainment system, in-room telephone system, and online accounting systems. We divided hotel facilities into four broad categories: cost, user-friendliness, customer satisfaction, and data security.
These four classificational resources were used to produce four theories, identical to the process used in this analysis. As a result, the four theories relating to ICT (information communication technology) and hotels are:
Victorino et al. 2005: This study is conducted to retain a company’s present market share necessitates creative industry solutions. This tendency means that specific innovations may merely lift the cost of doing business without offering a significant economic benefit other than the security of the existing business or a competitive advantage. Other innovations, on the other hand, will help to differentiate services while also providing financial benefits. As a result, executives need to incorporate solutions that are both valued by customers and profitable for the company.
Ivanov and Webster 2017: In this study, they have examined the use of a robot, self-service kiosk, or chatbot is not easy, and it necessitates a variety of financial tools. Robots that restore other robots may be part of the next wave of RAISA technology. Instead of buying machines, travel, tourism, and hospitality firms will outsource them and pay a premium for their use. They save money on initial procurement, software updates, and recruiting experts to run and repair the robots this way. According to Dr Peter Higgs, a growing entrant of RAISA-leasing companies may emerge in the nourish term, designed after the vending machine industry. He believes that a new market, modeled after vending, will emerge.
Bel 2006: In this, they have examined and found out that although the cost is a concern at both LCH and HCH hotels, it was interesting to find that promoters in both groups could invest in technology if it improved the value offered to consumers. Visitors to LCH and HCH, on the other hand, made a variety of predictions. The benefit of balancing the expense of the technology with the cost of not doing so is used to decide whether or not to invest in innovations. Another aim was to investigate the factors that influence how technological advancements are implemented. The fear of dealing with innovations among workers, the need for well-planned and executed planning, keeping up with ever-changing technology, finding the right vendor, and the investment cost were all addressed.
Kattara and El-Said 2013: in this study, they have studied that Technology-based self-service (TBSS) refers to technical interfaces that enable consumers to generate services without a direct service intervention employee. Customers who have a positive experience with TBSSs are more likely to remain loyal to a company. Egypt was selected as the location for this study because, considering their widespread use in the industry, the Egyptian hospitality industry has been hesitant to bring TBSs to its clients. Organizations will save much money from using TBSs, but little is understood about how consumers can judge them. Because of Egypt’s tradition of resilience to the introduction of tuberculosis, the thesis was performed there. TBSs will save businesses much money, but little is known about how customers will evaluate them. The study was undertaken in Egypt due to Egypt’s history of resistance to introducing TBSs to its customers and the importance of technology in the hospitality industry’s competitive edge. Customers may be able to complete various activities using a self-service technology device or a tablet. Any of the essential sources of dissatisfaction
Ivanov et al. 2018: In this study, compared to the general literature on human-robot encounters, research on the influence of robots in the hospitality and tourism industries is exceedingly limited and underdeveloped. The research is conceptual and exploratory, and it mainly focuses on the supply side. One of the few empirical studies is a paper that assesses people’s attitudes toward self-driving taxis. The authors conclude that labor and infrastructure costs, customers’ willingness and desire to be supported by a robot, customer and service provider cultural characteristics, robot technological characteristics, and other factors all affect robotics’ adoption. They believe that the robot-friendliness of services would be a new type of competitive advantage for hospitality companies in the future. They focus on building robot-friendly hospitality facilities and discuss the benefits and costs of robot adoption in the transportation, recreation, and hospitality industries.
This study reviews how in hotels, service robots are being seen as a possible workforce, with the potential to substitute or assist human workers, lowering labour costs. Many forward-thinking hotels have recently introduced service robots to provide unique guest experiences, based on the assumption that they can provide secure, easy, and efficient services. Service robotics will be a big productivity platform in the service sector by rising efficiency and lowering labour costs.
This expectation drew interest and sparked a vigorous discussion about service robots’ deployment among hotel industry stakeholders, including owners, lenders, colleagues, guests, industry associations, and suppliers. Service robots as a gimmick may be inefficient in a hotel, which is a for-profit company. The second criterion is the initial investment rate. The cost of maintaining and restoring service robots is high. Service robots are now being tested and deployed by a variety of hotel chains. The initial construction costs, maintenance and repair costs, and projected performance will all affect service robots’ availability.
Victorino et al. 2005: In this study, an illustration of service creativity is tailoring hotel guests’ service experience. Customized options tailor the hotel’s service package to the needs of each particular guest. However, owing to the firm’s technical capability, customization is difficult to introduce. Suggests that adding more products/fea
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