Perceptions and acceptance of guestroom control technologies: a cross-cultural study

Purpose This study evaluates whether four predictors from the Unified Theory of Acceptance and Use of Technology (UTAUT) and one from Protection Motivation Theory significantly influence hotel guests' intentions to use two types of guestroom control technologies: Hotel Mobile Apps (HMAs) and In-room Voice Assistants (IVAs). It further examines the mediating role of performance expectancy between effort expectancy and intentions to use, and the moderating role of culture in the relationships between these antecedents and usage intentions. Design/methodology/approach Data were collected from 203 USA and 220 Chinese participants. The hypotheses were examined using structural equation modeling and multigroup analysis. Findings The results shows that performance expectancy and facilitating conditions were pivotal in shaping guests' acceptance of HMAs and IVAs in both US and Chinese groups. Performance expectancy mediated the relationship between effort expectancy and intentions to use both technologies in both groups. The effect of facilitating conditions on intentions to utilize IVAs was significantly stronger for the US group, suggesting a moderating effect of culture. Practical implications This research offers practical insights for hotel managers and technology vendors aiming to improve the adoption of guestroom control technologies. Originality/value This study fills gaps in the existing literature by developing and empirically testing a guestroom control technology adoption model across two distinct cultural groups.