This paper examines hotel guests’ perceptions and attitudes related to the adoption of digital technology in the hotel industry, categorizing guests into distinct segments depending on their preferences and behaviour in relation to technology. Using quantitative, cross-sectional descriptive, and analytical approach, 400 participants completed a structured online questionnaire. Findings identified three guest segments – Tech-Enthusiasts, Balanced Digitalists, and Sceptics by cluster analysis, which were later verified by discriminant analysis, ANOVA, and crosstab statistics. Notable differences were observed across age and gender groups, introducing valuable insights for the implementation of digital service strategies in hotels.
Cvetanka Ristova (Mon,) studied this question.