Understanding Guests' Revisit Intention towards Smart Hotels:
The Moderating Role of Technology Readiness across Generational Cohorts
Keywords:
customer attitude , generational differences , revisit intention , smart hotelAbstract
This conceptual paper proposes a framework that integrates guests’ attitudes and technology readiness to explain revisit intention towards smart hotels across generational cohorts. Drawing on the Theory of Planned Behaviour and the Technology Readiness Index, the framework proposes that guests’ attitudes towards smart hotel technologies influence revisit intention, while technology readiness moderates this relationship. The framework recognises that guests with similarly favourable attitudes towards smart hotel technologies may differ in their intention to revisit because of variations in their psychological readiness to use technology-enabled services. Generational cohort is included as an exploratory segmentation variable rather than as a proxy for technological capability or technology readiness. The paper advances two theoretical propositions concerning the attitude–revisit intention relationship and the moderating role of technology readiness, as well as a research question concerning potential differences across generational cohorts. A potential empirical validation approach involving purposive screening, generational quotas, and quantitative analysis is outlined. The framework contributes to smart hospitality research by integrating guests’ attitudes, technology readiness, and revisit intention while identifying the conditions under which the attitude–intention relationship may vary.
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