The model of hotel technology implementation for enhancing the guest experience: a case study in medium-sized hotels in Thailand

Technology has become increasingly important in the hotel industry, as growing competition encourages hotels to seek advantages in management efficiency, operations, and guest experience through the adoption of technology. This study aims to examine the components of technology in the hospitality industry, technology used in hotels, electronic service quality, satisfaction, and guest experience. It also investigates the direct and indirect impacts of these factors and proposes a model for using technology to enhance guest experience in the hotel business. A quantitative research approach was adopted, employing descriptive and inferential statistics along with structural equation modeling for path analysis. Data were collected through online questionnaires distributed via Google Forms to 400 guests who had stayed in medium-sized hotels in Thailand, using a purposive sampling method. Confirmatory factor analysis was applied to examine the structural relationships among the study variables. The findings indicate that improving guest experience through technology requires attention to four key components: technology used in the hotel, technology in hospitality, electronic service quality, and satisfaction. However, the effective application of the proposed model depends on each hotel’s specific potential, context, characteristics, and organizational culture.