Izvorni znanstveni članak
https://doi.org/10.20867/thm.30.2.4
Are customers ready to be smart? designing smart hotel experiences
Cecilia Bartaloni
orcid.org/0000-0002-0818-0099
; Free University of Bozen-Bolzano, Department of Economics and Management
Marco Alderighi
; Full professor, University of Aosta Valley Department of Economics and Political Sciences
Sažetak
Purpose – Even if it is often accepted that smart hotels are built on networks of technological
devices, there is currently no consensus among researchers as to what level of technology is
required to define a smart hotel. Based on the above-mentioned assumption that smart hotels
are built on a network of technological devices, this paper aims to understand how smart hotels can be conceptualised based on customer preferences.
Methodology/Design/Approach – To achieve this goal, the paper conceptualises smart hotels
as a service network in which the customer comes into contact with a variety of technological
and traditional touchpoints on site. This conceptualisation allows the researcher to observe
customer preferences at different touchpoints and identify the technologies that are central to
the development of the customer experience.
Findings – The results show that the ideal customer journey includes both traditional and
technological touchpoints and that artificial intelligence is of central importance for the development of the smart hotel concept.
Originality of the research – The methodological approach taken in this paper enables researchers and practitioners to easily visualise and identify important patterns in the customer
journey, facilitating the task of identifying the most relevant touchpoints in complex service
networks, such as smart hotels.
Ključne riječi
smart hotel; internet of things; customer journey; service delivery network; technology; hospitality
Hrčak ID:
315405
URI
Datum izdavanja:
20.3.2024.
Posjeta: 129 *