Navigating the Future of Hospitality: Understanding Guest Adoption of Contactless Services

Abstract

Using the Unified Theory of Acceptance and Use of Technology 2 (UTAUT2) paradigm, the study examines customer attitudes and adoption patterns for contactless services in the hospitality sector within the Tricity region (Chandigarh, Panchkula, and Mohali). Given the COVID-19 pandemic and escalating health concerns, the hotel industry is rapidly adopting contactless technology. Therefore, it is imperative to comprehend the aspects that impact visitor adoption. A sample of 500 respondents from the Tricity region were given self-administered questionnaires as part of this quantitative/descriptive study design. The study looks at how behavioural intentions and contactless service use behaviour are affected by the UTAUT2 components (Performance Expectancy, Effort Expectancy, Social Influence, Facilitating Conditions, Habit, Hedonic Motivation, and Price Value). The findings show that Behavioural Intentions, which greatly impact Use Behaviour, are highly influenced by Facilitating Conditions, Habit Behaviour, Performance Expectancy, and Price Value. On the other hand, it was discovered that Behavioural Intentions were not significantly impacted by Effort Expectancy, Social Influence, or Hedonic Motivation. According to these results, the most successful adoption methods should emphasise improving the environment that facilitate adoption, promoting consistent use, showcasing the obvious benefits of the technology, and guaranteeing value for money. For hotel operators looking to maximise their contactless service offerings and raise visitor happiness, the report offers practical insights.