Guest Perception of Technology vs. Human Interaction in Hotel Check-in Process Implication for Service Quality

In the era of the emerging technology-driven hotel industry, the hotel check-in process is undergoing a profound transformation. The intertwining forces of technology and human interaction have redefined how guests experience services, posing essential questions about the balance between efficiency and personalization in this evolving landscape. This research endeavours to investigate the perception of guests regarding the balance between technology and human interaction during the check-in process at hotels, and how this perception affects the quality of service provided. By utilizing the Technology Acceptance Model (TAM) & the SERVQUAL Model, data have been collected from346 hotel guests and analysed. The findings of this study demonstrate compelling evidence of the significant role played by perceived usefulness and ease of use in influencing the acceptance, particularly in the context of hotel check-in. Additionally, the perceived quality, which encompasses dimensions such as reliability, responsiveness, assurance, and tangibility, emerges as a noteworthy factor in shaping guests’ intentions. It is worth noting that the intention to utilize technology for hotel check-in serves as a pivotal determinant of both the actual usage of technology and guest satisfaction. The results emphasize the rising demand for technology-driven check-in processes, calling for user-friendly, streamlined solutions that prioritize convenience while upholding trust and ethical standards. Furthermore, this study highlights the potential for technology misuse, underscoring the importance of security measures to safeguard the interests of legitimate guests in our increasingly digitalized world.