The complexity of decision-making processes and IoT adoption in accommodation SMEs

Pappas, Nikolaos, Caputo, Andrea, Pellegrini, Massimiliano Matteo , Marzi, Giacomo and Michopoulou, Eleni (2021) The complexity of decision-making processes and IoT adoption in accommodation SMEs. Journal of Business Research . ISSN 0148-2963

Full content URL: https://doi.org/10.1016/j.jbusres.2021.01.010

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The complexity of decision-making processes and IoT adoption in accommodation SMEs
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Abstract

The current competitive scenario is fast-moving toward an integration of sophisticated technological
innovations, i.e. smart solutions for hospitality, in particular the accommodation industry. Internet of
Things (IoT) technologies are able to connect and let communicate different devices to craft a
personalized customer experience. Given the undeniable impact for the hospitality sector, the
decisions about adopting smart solutions are not always linear: benefits and limitations co-exist and
need to be weighed against each other. By adopting fsQCA, this paper compares several decisionmaking
factors that may influence the willingness to adopt IoT, surveying owners/managers in the
Greek accommodation industry. Results show four types of decision-making: (i) rational, a weighted
evaluation of risks and opportunities; (ii) enthusiast, mostly highlighting benefits to gain a
competitive advantage; (iii) cautious, emphasizing risks and barriers to innovate; and (iv) futurist, a
consideration of future technological necessities related to the increasing digitalization.

Keywords:IoT, smart solutions, hospitality, accommodation, tourism, decision-making, fuzzy-set QCA
Subjects:N Business and Administrative studies > N800 Tourism, Transport and Travel
N Business and Administrative studies > N211 Strategic Management
Divisions:Lincoln International Business School
ID Code:43798
Deposited On:18 Feb 2021 13:10

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