Why hotels adopt ICTs: a study on the ICT adoption propensity of hotels in Thailand

Abstract

Purpose This study aims to explore the propensity of adoption of ICT‐based facilities by hotels in the hospitality sector. Design/methodology/approach The factors that influence a hotel's propensity to adopt ICTs are broadly divided into location‐related and firm‐related. The relative impact of the factors on the ICT adoption propensity was analyzed through a survey amongst 95 hotels from seven locations in Thailand. Findings The findings give valuable insights for the marketers of ICTs who wish to gain entry into the hotel sector, and help them in better focusing their sales and marketing efforts. Originality/value The study provides researchers and suppliers of ICT‐based facilities with a framework for predicting the adoption propensity of potential customers.