Alternative models framing UK independent hoteliers' adoption of technology

While there is a plethora of literature examining the antecedents affecting technology adoption decision, there have been limited investigations into the various stages of technologies adoption by hoteliers. This paper aims to examine two established theoretical paradigms jointly, facilitating an understanding of not only the antecedents affecting technology adoption but also the hoteliers' intensity of technology adoption.

The development of Davis's Technology Acceptance Model (TAM) will be explored, from its adaptation of the Theory of Reasoned Action (TRA) to the Theory of Planned Behaviour (TPB). Following which, Roger's Diffusion of Innovation will be discussed and whether the concepts should jointly be explored so as to provide a more comprehensive elucidation of hoteliers' internet technologies adoption decisions.

The literature has corroborated that the TAM is effective in evaluating the concept of the user's perception of technology use by including the construct of internet applications' usefulness regardless of innovation intensity. Owing to the perpetual proliferation of internet technologies, the investigation of hoteliers' propensity to adopt internet technologies could be enhanced with the inclusion of the various levels of internet applications that are adopted. Rogers' diffusion of innovation paradigm helps to address this problem.

The concepts discussed here could help practitioners to become more aware of the factors that drive their internet technologies adoption. Academics could advance the paper's discussion of internet technologies adoption to other sectors of the tourism and hospitality industry.

The paper provides insight into the use of broader theories in understanding tourism and hospitality management phenomena. It is expected that academics would develop the discussed concepts further in order to create a wider awareness of how the industry responds to internet technologies at various stages.