Between Innovations and Over-Reliance: Impact of Digital Technology on Guest Perceptions and Expectations in Hotels

Cvetanka Ristova Maglovska

doi:10.65921/e9b40q91

Authors

Cvetanka Ristova Maglovska Faculty of Tourism and Business Logistics, Goce Delcev University, Stip, North Macedonia Author

DOI:

https://doi.org/10.65921/e9b40q91

Keywords:

digital technology, guest experience, over-reliance on digital technology, human-technology balance

Abstract

This research aims to examine the influence of digital technology on guests' experiences in hotels, with more targeted focus on the risks associated with over-reliance on automatic systems. For the purpose of this paper, quantitative research was employed, using an online questionnaire in which 400 respondents with recent hotel experience participated. The questionnaire addressed several key dimensions: perceptions of digital technology efficiency, experiences with technical failures, attitudes regarding the balance between human interaction and digital technology, expectations and preparedness for potential technical failures, and views on the future development of digital technology in hotels. The analysis involved several statistical methods, including exploratory factor analysis, correlations, multiple regression, and mediation analysis. Results indicate that guests recognize the value of digital technology, with the over-reliance on automation without proper human support leading to increased service vulnerability and decreased trust. In addition, the preparedness of hotels to react to failures mitigates the negative impact on attitudes about future digital technology. Findings further indicate the need to carefully maintain the balance between digital technological efficiency and the human element.

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