Technology acceptance antecedents in digital transformation in hospitality industry

Abstract

The lack of technology acceptance strategy is one of the fundamental causes of failures observed in Digital Transformation (DT). Hence this paper investigates the implications of technology acceptance antecedents in predicting DT. Grounded on the extended theories of the Unified Theory of Acceptance and Use of Technology (UTAUT) and predictive antecedents of Behavioural Intention (BI) and Behavioural Expectation (BE), this study scrutinized to assess the impact on both intrinsic and extrinsic attributes represented to predict the use of DT in the hotel sector in Sri Lanka. An online survey was operationalized to collect data from the total sample population among all star-rated hotels (138) in Sri Lanka during the first two quarters of 2021. Findings introduced a novel and validated the model significantly to predict DT with a direct and strong correlation between acceptance antecedents towards the use of DT while indicating that BI and BE are simultaneously supportive in predicting the use of DT.