Unveiling the path to brand engagement: unleashing the power of perceived advantage and technology adoption

Purpose This study explores the relationship between perception of advantage, technology adoption propensity (TAP), technology readiness and brand engagement in the context of non-fungible token (NFT) adoption. Design/methodology/approach Through empirical research and structural equation model (SEM) analysis, this research collects data from hotel managers to improve understanding of NFT adoption in the hotel industry and provide valuable insights for hotel managers, industry professionals and researchers. Findings The findings reveal that perception of advantage, including perceived usefulness and perceived ease of use, indirectly influences brand engagement through TAP and technology readiness. Additionally, the study finds that hotel image acts a moderating mechanism role in the relationship between perception of advantage and technology adoption propensity. Originality/value The study provides valuable insights for hotel managers by emphasizing the importance of perception of advantage and hotel image in driving technology adoption and enhancing brand engagement. This investigation contributes to the understanding of the factors influencing technology adoption and brand engagement, particularly in the context of NFT adoption.