The impact of IT adoption and human expertise in the hotel industry

Purpose This paper aims to investigate whether the adoption of technological innovations by hotel companies contributes not only to improved business performance but also to increased competitive advantage. It further examines the extent to which new information technology (IT) resources and capabilities, when integrated with human resources, can be considered valuable, rare, inimitable and effectively organized (VRIO), thereby enabling hotels to achieve a sustainable competitive advantage. In addition, the study explores the relationship between customer satisfaction and the presence of VRIO resources and capabilities, as well as its link to overall business performance. Design/methodology/approach The technology-organization-environment framework, combined with the resource-based view theory and concepts from the literature, led to the development of a theoretical framework and the formulation of research hypotheses. A quantitative survey method, through a questionnaire, was conducted to collect data and test hypotheses, focusing on objective measurements and statistical analysis. The final sample included 241 Greek hotels rated 3 to 5 stars. Findings The study found that the implementation and use of new technologies may change a hotel’s value chain, improving performance, operational efficiency and position in the industry. Moreover, it explained how adequate IT infrastructure combined with human expertise can lead to sustainable competitive advantage and performance. Originality/value The paper proposes a research model, useful for both academics and hotel managers, as it examines under which conditions the adoption of new technologies, combined with human resources and expertise, not only reinforces hotel companies’ operations and processes but also increases their performance and competitiveness.