Perspectives of Tourism Employees on the Implementation of Smart Technologies

OpenAlex English

In the context of the ongoing digital transformation that characterizes the contemporary business landscape, the adoption of advanced technologies has become a strategic imperative for organizations. Although such technological investments involve substantial risks, they also present significant opportunities for organizational growth and enhanced competitiveness. Failure to keep pace with technological innovations may severely undermine a firm’s long-term viability in an increasingly competitive environment. In line with this perspective, the present study investigates how tourism employees perceive smart technologies by employing the Technology Acceptance Model (TAM) together with the positive dimensions of Technology Readiness. Drawing on data collected from a convenience sample of 388 respondents, the findings reveal that the intention to adopt smart technologies is positively influenced by perceived usefulness, optimism, and innovativeness. These results highlight the critical role of both cognitive and attitudinal factors in shaping employees’ willingness to engage with smart technologies, thereby offering practical and theoretical implications for promoting technology adoption in the tourism sector.