Solar Photovoltaic Adoption in Malaysian Upscale and Luxury Hotels: Managerial Barriers and Sustainability Implications

This study investigates solar PV adoption in Malaysia’s upscale and luxury hotel segment, drawing on the Technology Acceptance Model to examine managers’ perceptions of its usefulness and ease of adoption. Using semi-structured interviews with ten managers, comprising a general manager and an engineering manager from each of five upscale and luxury hotels, the study identifies the main opportunities and barriers shaping solar PV adoption in these properties. The interviews were analysed using thematic analysis. The barriers reported include high upfront costs, limited suitable roof and land space, structural constraints, unpredictable weather and perceived insufficiency of institutional support. Although the participating managers generally expressed favourable views towards solar PV, these views did not always lead to implementation. The findings suggest two possible organisational boundary conditions on the application of TAM in this context: implementation feasibility and the separation between managerial evaluation and final decision authority. Favourable managerial evaluations may therefore be insufficient when adoption is financially or physically difficult, or when those evaluating the technology do not hold final approval authority. The findings are exploratory and should be interpreted within the boundaries of the five participating hotels and ten managers.