| Abstrakt: |
Technological advancements, particularly Technologies 4.0, have become pivotal in reshaping the hospitality industry thanks to a wide range of new opportunities but knowing when, and how their adoption is beneficial to a company is an arduous task. This uncertainty of whether the investment is worth it or not hinders managers in taking the leap into the future, restraining business performance from reaching its maximum potential. This study investigates the synergistic relationship between the integration of Technologies 4.0 and the hospitality sector's pursuit of enhanced service quality, operational efficiency, and sustainable growth. Drawing upon an extensive literature review and empirical data, this research aims to shed light on the added values that Technologies 4.0 offer to the hospitality sector, as well as the entry barriers that organizations encounter in their pursuit of technological integration. Plain language summary: Navigating the technological landscape in hospitality: Added values and entry barriers of disruptive technologies This study investigates the impact of disruptive technologies from the Fourth Industrial Revolution on the tourism and hospitality industry. It aims to contribute to organizational understanding of the benefits and barriers associated with adopting these technologies, including AI, Virtual Assistants, Robotics, Metaverse, Blockchain, and more. The research methods involve a thorough literature review and the analysis of over 100 commercial products related to these technologies. The findings reveal that these disruptive technologies have the potential to profoundly transform the tourism industry by enhancing guest experiences and operational efficiency. However, their adoption carries financial and non-financial costs, such as acquisition, installation, maintenance, and staff training. Resistance from employees and consumers also poses challenges. Additionally, the selection and deployment of technology must align with a company's culture and customer readiness. The study's implications are two-fold. Firstly, it provides valuable insights for tourism industry stakeholders, aiding informed decision-making regarding technology adoption. Secondly, it categorizes these technologies into a matrix, labeling them as experimental, exclusive, expansion, or extraneous, facilitating organizations in determining their suitability. Nonetheless, this research has limitations. The analysis of commercial products may not encompass the full spectrum of available technologies, and the categorization into the matrix is subject to interpretation. Furthermore, findings may evolve as technology advances, necessitating ongoing research to stay relevant in the ever-changing Fourth Industrial Revolution landscape. [ABSTRACT FROM AUTHOR] |
