Purpose This study examines how artificial intelligence (AI)-based personalization, the Internet of Things (IoT)-enabled rooms, augmented reality (AR) and virtual reality (VR) experiences, and sustainable smart technologies influence guests' digital well-being, experiential value, and loyalty to smart hotels across Southeast Asia. It also explores the moderating role of digital literacy in shaping these relationships. Design/methodology/approach Data were collected from 552 guests who stayed in smart hotels in Bali (Indonesia), Kuala Lumpur (Malaysia) and Phuket (Thailand). Partial least squares structural equation modeling was used to test the hypothesized relationships among smart hotel technologies, digital well-being, experiential value, loyalty, and digital literacy. Findings The results show that AI personalization, IoT-enabled rooms, AR/VR experiences and sustainable technologies significantly enhance digital well-being. Digital well-being further increases experiential value and intention to reuse smart hotel services. digital literacy strengthens the relationship between digital well-being and reuse intention, demonstrating its importance in shaping positive smart hospitality experiences. Research limitations/implications The study's limitations include a sample skewed toward younger, digitally literate travelers, limiting generalizability to older cohorts. The use of convenience sampling may also introduce bias, and the cross-sectional design restricts causal inference. Differences in smart hotel technology usage, language, and digital literacy across destinations could further influence outcomes. Additionally, reliance on self-reported data raises concerns about common method variance. The model's modest explanatory power for reuse intention suggests that other factors, such as service quality and cultural norms, may play stronger roles. Future research should address these limitations using longitudinal designs and more diverse samples. Practical implications The findings provide guidance for hospitality managers, tourism planners, and technology developers. Designing intuitive, sustainable, and user-friendly smart systems can enhance guests' well-being and loyalty. Social implications The study highlights the social implications of smart hotel technologies by promoting digital well-being, which extends beyond individual benefits to a broader public good. Guests who experience less digital fatigue are more likely to engage in cultural, local, and eco-friendly activities, fostering greater community involvement. For example, AR and AI systems can direct tourists to local markets, cultural tours, and sustainable practices, benefiting host communities. These practices align with SDGs 8 and 12, encouraging responsible consumption and equitable growth. Ultimately, the integration of digital well-being supports a more inclusive and socially responsible tourism ecosystem. Originality/value To the best of the authors' knowledge, this paper presents the first empirical evidence from Southeast Asia demonstrating how smart hotel technologies enhance digital well-being and loyalty through experiential value. By integrating Service-Dominant Logic, the Experience Economy, and Digital Well-Being Theory, a human-centered framework for value co-creation in smart hospitality is advanced.
Mari et al. (Fri,) studied this question.