“No need for technologies”: managerial ambivalence in urban hotels and thermal resorts

Purpose This study aims to examine how hotels adopt technology, focusing on differences between urban hotels and thermal resorts in Denizli, Türkiye, through the lens of the technology–organization–environment (TOE) framework. Design/methodology/approach This study uses a qualitative exploratory approach. Semistructured questions and scenario technique were used. Data were collected through face-to-face interviews with managers and department heads of four- and five-star hotels in the region. Findings Technology adoption remains limited in this smaller, locally focused destination, with managers primarily leveraging technology for operational convenience and digital marketing. Notable disparities emerged between hotel types: urban hotels adopt more innovations, while thermal resorts predominantly adhere to a conventional service approach. Research limitations/implications This study is limited to managerial perspectives from one region and excludes direct input from guests and employees, which may affect generalizability. Future research should integrate diverse stakeholder views and measure the financial outcomes of technology adoption. Practical implications The TOE framework reveals that adoption hinges on internal readiness, leadership and external market forces. Staff training and infrastructure support are essential for successful implementation. Strategic use of tools such as smart TVs and QR menus enhances service quality, while staff adaptation – especially among older employees – requires targeted support and training. Social implications This study highlights that technology adoption in hotels is not purely technical but is closely linked to social dynamics, including guest expectations, cultural preferences and interpersonal interaction. In thermal resorts, the preference for human contact among elderly or tech-averse guests underscores the need for socially inclusive service models. Originality/value This study offers insights from an underresearched region, emphasizing how the TOE framework shapes technology adoption in small-scale hotel contexts.