Listening to CEOs: A New Perspective to Study Technology Adoption in Hotels

Information and communication technology (ICT) continues to change the nature of contemporary tourism. ICT is particularly relevant to the hospitality industry, since it is regarded a main source of competitive advantage. Yet, reports published recently reveal that tourism is behind in technology adoption than other industrial sectors. Some works have analysed technology adoption in tourism. However, most come from other fields and the few examples relating the tourism sector are outdated. Thus, it is necessary to identify the reasons why technology adoption remains low in hotels and to find out the drivers of technology adoption in this sector. This paper analyses the data gathered from interviews and focus groups carried out with hoteliers. This phenomenological approach provided evidence on the problems with current technology, discovered some barriers and drivers of technology adoption and identified some ICT priorities.