Do smart hotel rooms affect the quality of the hotel supply? Multi-hotel guest perspectives

Tourism has become a way for people to enjoy, relax, and experience new cultures, increasing the demand for satisfying leisure activities. To meet these evolving demands, the hospitality industry is constantly adapting and improving guest satisfaction. Recent advancements in technology, particularly the integration of smart technologies in hotel rooms, aim to revolutionise guest experiences through automation and personalisation. Methodology: This study explores the impact of smart hotel rooms on service quality perceptions across diverse European guests. Surveys and interviews conducted in eight European countries reveal varying levels of acceptance and concerns regarding technological innovations. The chi-square analysis was utilised to examine the relationships between identified factors (innovativeness, optimism, discomfort, insecurity) and service quality, revealing statistically significant differences. Findings: The results show high enthusiasm among German and Dutch guests, mixed feelings among Austrians, and more concerns among guests from Balkan countries. Implications: These findings could help hoteliers improve their technological solutions and increase guest satisfaction by considering cultural and geographical differences.