Understanding Baby Boomers’ Psychological Contradiction in Adopting Automatic Technology: An Application of Protection Motivation Theory

Abstract

The COVID-19 pandemic has brought a remarkable transformation in the hotel industry, leading to an upswing in the adoption of automatic technologies in the post-pandemic era. However, limited knowledge exists regarding the adoption of automatic technologies among baby boomers and their concerns about such technologies. Using a mixed-methods approach, this study employs the Protection Motivation Theory (PMT) to investigate baby boomers’ perception and willingness to adopt automatic technologies in the hotel sector. In-depth interviews and surveys were conducted to analyze baby boomers’ psychological ambivalence toward adopting automatic technologies. The study enriches the PMT by shedding light on threat and coping appraisals, identifying new crucial indicators to comprehend individuals’ behavioral intentions to use automatic technologies, and broadening the scope of the investigation to include external and environmental factors. The findings provide practical insights into how to encourage baby boomers to embrace automatic technologies and assist hoteliers in developing effective strategies to manage risks and prepare for future public health crises.

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