Opting for smart hotels: do digital immigrants perceive differently than digital natives do?

Yan, Zhuoma ORCID: https://orcid.org/0009-0004-4892-5536, Konar, Rupam ORCID: https://orcid.org/0000-0002-3235-3842, Sthapit, Erose ORCID: https://orcid.org/0000-0002-1650-3900, Balasubramanian, Kandappan, Chen, Lei and Prentice, Catherine ORCID: https://orcid.org/0000-0002-7700-3889 (2025) Opting for smart hotels: do digital immigrants perceive differently than digital natives do? Journal of Hospitality and Tourism Insights. ISSN 2514-9792

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Abstract

Purpose This study expanded the model of technology acceptance and investigated how the relationship between usefulness, ease of use, efficiency, personalization, safety and security and behavioural intention differ on Gen Z and silver tourists toward smart hotel. This study further applies multiple group analysis to examine whether there are substantial differences among these two groups of respondents. Design/methodology/approach Using an online survey, this study was undertaken with Gen Z and silver tourists in mainland China who had stayed in smart hotel over the past 12 months. A total of 474 valid responses were collected. Structural equation modelling and multigroup analysis were employed to test the proposed relationships. Findings This study revealed that personalization did not affect the behavioural intention among Gen Z tourists, meanwhile, there is no positive relationship between usefulness, efficiency and behavioural intention on silver group. Additionally, the findings revealed that there are no substantial differences among Gen Z (digital natives) and silver customers (digital immigrants) regarding smart hotel behavioural intentions. Practical implications This study offers strategic guidance for hotel managers to design and reposition smart hotel based on different customer sectors. Further, important implications for smart devices manufacturers are also provided to improve the functioning of hotel service robots. Originality/value This is the first study to compare the drivers and outcomes of behavioural intentions among different age groups of tourists toward smart hotels.