The Impact of Cultural Values on the Acceptance of Hotel Technology: Adoption from the Perspective of Hotel Employees

Abstract

Technology has been gradually and widely applied to the hotel industry. Nevertheless, even though the impact of cultural values on technology adoption has been explored by previous studies, how individual-level cultural values affect hotel technology adoption was overlooked by prior studies. Hence, to bridge the aforementioned gap, the present study identifies the effects of cultural values on the acceptance of hotel technology adoption from the perspective of hotel employees. A questionnaire survey was adopted to collect data from employees currently working in the hotel industry in the U.S. To investigate the impacts of individual-level cultural values (i.e., collectivism, power distance, long-term orientation, uncertainty avoidance, and masculinity) on the technology acceptance model (i.e., perceived usefulness, perceived ease of use), structural equation modeling was applied to test and validate the seven-factor construct. The main practical implication of the present study is the consideration of cultural values on the implementation of new hotel technologies to accelerate their successful adoption.