Alternative models framing UK independent hoteliers' adoption of technology

  • Lim W
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Purpose - While there is a plethora of literature examining the
antecedents affecting technology adoption decision, there have been
limited investigations into the various stages of technologies adoption
by hoteliers. This paper aims to examine two established theoretical
paradigms jointly, facilitating an understanding of not only the
antecedents affecting technology adoption but also the hoteliers'
intensity of technology adoption.
Design/methodology/approach - The development of Davis's Technology
Acceptance Model (TAM) will be explored, from its adaptation of the
Theory of Reasoned Action (TRA) to the Theory of Planned Behaviour
(TPB). Following which, Roger's Diffusion of Innovation will be
discussed and whether the concepts should jointly be explored so as to
provide a more comprehensive elucidation of hoteliers' internet
technologies adoption decisions.
Findings - The literature has corroborated that the TAM is effective in
evaluating the concept of the user's perception of technology use by
including the construct of internet applications' usefulness regardless
of innovation intensity. Owing to the perpetual proliferation of
internet technologies, the investigation of hoteliers' propensity to
adopt internet technologies could be enhanced with the inclusion of the
various levels of internet applications that are adopted. Rogers'
diffusion of innovation paradigm helps to address this problem.
Practical implications - The concepts discussed here could help
practitioners to become more aware of the factors that drive their
interne technologies adoption. Academics could advance the paper's
discussion of internet technologies adoption to other sectors of the
tourism and hospitality industry.
Originality/value - The paper provides insight into the use of broader
theories in understanding tourism and hospitality management phenomena.
It is expected that academics would develop the discussed concepts
further in order to create a wider awareness of how the industry
responds to interne technologies at various stages.

Author-supplied keywords

  • Diffusion
  • Hotels
  • Innovation
  • Internet technologies
  • TAM

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  • Wai Mun Lim

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