Digital Transformation in Hotel Management: Optimizing Guest Experience in the Industry 4.0 Era

Umar Abdul Jabbar; Bayu Ade Prabowo; Rafi Athallah Hanafi

doi:10.62951/icgtsave.v1i1.16

Authors

Umar Abdul Jabbar Sekolah Tinggi Ilmu Ekonomi Pariwisata Indonesia
Bayu Ade Prabowo Sekolah Tinggi Ilmu Ekonomi Pariwisata Indonesia
Rafi Athallah Hanafi Sekolah Tinggi Ilmu Ekonomi Pariwisata Indonesia

DOI:

https://doi.org/10.62951/icgtsave.v1i1.16

Keywords:

Digital transformation, Hotel management, Guest experience, Industry 4.0, Digital technology

Abstract

The hotel industry is currently facing a digital transformation driven by technological advancements and changing consumer behavior. This research aims to explore how digital transformation in hotel management can optimize the guest experience in the industry 4.0 era. The research methodology primarily relies on a comprehensive literature review and analysis of industry documents to provide a robust and broad foundation for this study. The findings indicate that integrating technologies such as property management systems (PMS), Internet of Things (IoT), artificial intelligence (AI), and data analytics can enhance operational efficiency, service personalization, and data-driven decision-making in hotel management. However, the implementation of digital transformation also faces challenges, such as significant investments, cybersecurity, and resistance to change. Case studies of hotels that have successfully adopted digital technologies reveal best practices and valuable lessons, including the importance of top management support, strategic alignment, and stakeholder engagement. This article contributes to the literature by integrating the diffusion of innovation (DOI) theory and the technology acceptance model (TAM) to develop a conceptual framework that explains the adoption and success of digital transformation in hotels. The research findings have practical implications for hotel managers in designing and implementing digital transformation initiatives. Although this research primarily relies on secondary data sources, future research can adopt a multi-method research design incorporating primary data to provide further insights into this phenomenon.

References

Braun, V., & Clarke, V. (2021). Thematic Analysis: A Practical Guide. SAGE Publications Ltd.

Buhalis, D. et al. (2019). Technological disruptions in services: lessons from tourism and hospitality. Journal of Service Management, 30(4), 484–506. https://doi.org/10.1108/JOSM-12-2018-0398

Buhalis, D. et al. (2023). Smart hospitality: from smart cities and smart tourism towards agile business ecosystems in networked destinations. International Journal of Contemporary Hospitality Management, 35(1), 369–393. https://doi.org/10.1108/IJCHM-04-2022-0497

Corbin, J., & Strauss, A. (2014). Basics of Qualitative Research: Techniques and Procedures for Developing Grounded Theory (4th ed.). SAGE Publications Inc.

Creswell, J. W., & Creswell, J. D. (2018). Research Design: Qualitative, Quantitative, and Mixed Methods Approaches (5th Edition). SAGE Publications, Inc.

Dang, T. D., & Nguyen, M. T. (2023). Systematic review and research agenda for the tourism and hospitality sector: co-creation of customer value in the digital age. Future Business Journal, 9(1), 94. https://doi.org/10.1186/s43093-023-00274-5

Davis, F. D. (1989). Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology. MIS Quarterly, 13(3), 319. https://doi.org/10.2307/249008

Friese, S. (2019). Qualitative data analysis with ATLAS.ti (3rd ed.). SAGE Publications Ltd.

Fusch, P. et al. (2018). Denzin’s Paradigm Shift: Revisiting Triangulation in Qualitative Research. Journal of Social Change, 10(1). https://doi.org/10.5590/JOSC.2018.10.1.02

Johnston, M. P. (2014). Secondary Data Analysis : A Method of which the Time Has Come. Qualitative and Quantitative Methods in Libraries (QQML), 03(03), 619–626.

Kansakar, P. et al. (2019). Technology in the Hospitality Industry: Prospects and Challenges. IEEE Consumer Electronics Magazine, 8(3), 60–65. https://doi.org/10.1109/MCE.2019.2892245

Kitsios, F. et al. (2023). Digital Transformation in Hospitality: Identifying Customer Satisfaction Based on Online Hotel Guests’ Ratings (pp. 173–188). https://doi.org/10.1007/978-3-031-31682-1_9

Lam, C., & Law, R. (2019). Readiness of upscale and luxury-branded hotels for digital transformation. International Journal of Hospitality Management, 79, 60–69. https://doi.org/10.1016/j.ijhm.2018.12.015

Mariani, M. et al. (2018). Business intelligence and big data in hospitality and tourism: a systematic literature review. International Journal of Contemporary Hospitality Management, 30(12), 3514–3554. https://doi.org/10.1108/IJCHM-07-2017-0461

Mariani, M., & Borghi, M. (2021). Customers’ evaluation of mechanical artificial intelligence in hospitality services: a study using online reviews analytics. International Journal of Contemporary Hospitality Management, 33(11), 3956–3976. https://doi.org/10.1108/IJCHM-06-2020-0622

Pillai, S. G. et al. (2021). COVID-19 and hospitality 5.0: Redefining hospitality operations. International Journal of Hospitality Management, 94, 102869. https://doi.org/10.1016/j.ijhm.2021.102869

Rogers, E. M. (2003). Diffusion of Innovations (5th Ed.). Free Press.

Saldaña, J. (2021). The Coding Manual for Qualitative Researchers (4th ed.). SAGE Publications Ltd.

Saunders, M. N. . et al. (2019). Research Methods for Business Students (8th edition). Pearson Education.

Shamim, S. et al. (2017). Examining the Feasibilities of Industry 4.0 for the Hospitality Sector with the Lens of Management Practice. Energies, 10(4), 499. https://doi.org/10.3390/en10040499

Snyder, H. (2019). Literature review as a research methodology: An overview and guidelines. Journal of Business Research, 104, 333–339. https://doi.org/10.1016/j.jbusres.2019.07.039

Tranfield, D. et al. (2003). Towards a Methodology for Developing Evidence‐Informed Management Knowledge by Means of Systematic Review. British Journal of Management, 14(3), 207–222. https://doi.org/10.1111/1467-8551.00375

Tussyadiah, I. (2020). A review of research into automation in tourism: Launching the Annals of Tourism Research Curated Collection on Artificial Intelligence and Robotics in Tourism. Annals of Tourism Research, 81, 102883. https://doi.org/10.1016/j.annals.2020.102883

Wang, Y.-S. et al. (2016). Factors affecting hotels’ adoption of mobile reservation systems: A technology-organization-environment framework. Tourism Management, 53, 163–172. https://doi.org/10.1016/j.tourman.2015.09.021

Yin, R. K. (2018). Case Study Research and Applications: Design and Methods. SAGE Publications Inc.