Digital transformation paradigm involved in high-star hotels and budget hotels: Sensory and innovation diffusion perspective

Abstract

This study used a multiple qualitative approach to analyze the differences among the internal logical frameworks of digital transformation in high-star and budget hotels. It integrated sensory marketing and innovation diffusion theories to refine and explore the paradigm of hotel digital transformation benefits. The study consists of two sub-studies. Study 1 found that senior managers determine the penetration of digital transformation, hotel brands lay down its participation, and technology compatibility determines its coverage. Study 2 confirmed the path of digital transformation under the consumer sensory experience gap from three consumption gaps and avoidance. This study proposed a theoretical framework paradigm for digital transformation diffusion, which provides a practical basis for unfolding the internal decision-making and sensory experience interaction and other hotel levels under the micro perspective.