Effectively implementing technology in heritage hotels: Balancing tradition and technology

Abstract

Technology has become essential in the hospitality industry to meet changing customer expectations, improve operations, and enhance service. However, the use of technology can sometimes weaken a hotel’s brand identity, especially in hotels where customers expect a heritage experience. Grounded in fluency theory, this research proposes that the introduction of technology disrupts the immersive experience in heritage hotels, diminishing customers' sense of escapism and authenticity, which ultimately reduces booking intentions. Study 1 of this research used a between-subject quasi-experimental design to demonstrate that the presence of technology indeed reduces the perceived fit with heritage brands. This confirms that technology negatively affects escapism and authenticity, reducing booking intention. Study 2 explored ways to mitigate these negative effects, showing that communicating the “why” (high-construal level) technology is implemented rather than the “how” (low-construal level) to use the technology improves the perceived authenticity of the heritage hotel experience and increases booking intention. As a result, this research expands on fluency theory by illustrating the importance of fit between technology and brand identity to maintain customer immersion and protect brand value. Managerially, it proposes a communication strategy focused on high-construal levels to effectively implement technology for heritage brand hotels.