A balancing act: Smart Technology for SMEs in the Hospitality Industry

Smart technologies have been suggested as key drivers of competitive advantage and performance for companies. However, for SMEs with limited resources, strategic decisions about investing in smart technology to innovate their business models present distinct challenges. We investigate this topic in the context of the hospitality industry, which has embraced technology, but is also inherently human-centered. We build on socio-technical theory and resource orchestration theory, and data from 32 in-depth interviews with multiple stakeholders in hospitality, to explain the challenges of smart technology resource integration, balanced with “human touch” in the process of business model innovation. The findings offer theoretical and practical implications that enhance understanding about the critical task of balancing the adoption and diffusion of new technologies and the needs of stakeholders participating in the hospitality service provision.