Purpose The primary objective of this study is to identify and measure the HR practices influencing organization culture as a result of technology adoption in the hospitality industry. Also to develop a framework for hotel industry which will help adopt digital technologies in their work practices seamlessly. The study explores three key questions. First, it examines the critical factors that influence organizational culture as digital technologies evolve. Second, it assesses the readiness of HR functions to manage change brought about by innovations such as artificial intelligence (AI) and machine learning. Finally, it investigates the impact of digital disruption on the hospitality sector and how businesses in this domain must adapt their day-to-day operations to remain competitive and resilient. Design/methodology/approach An exploratory and descriptive research design was employed to gather both qualitative and quantitative data. In the current study, primary data were collected through a self-administered structured questionnaire. Findings The study found that technology adoption, such as AI, machine learning, Internet of things, etc. in disrupting organizational culture, significantly improved the efficiency and productivity of hospitality industry. Research limitations/implications The main limitation of the study is while it centres on organizational culture, digital technology might also impact other areas of the hospitality sector, such as customer experience, supply chain management and operations. Practical implications Based on the findings, it is recommended that hotel industry should clearly communicate how technology adoption supports its overall vision and mission. Originality/value This manuscript provides valuable insights into how technology adoption can optimize human resource practices, offering significant improvement in efficiency and productivity.
Gupta et al. (Mon,) studied this question.