The best of both worlds: can smart hotels promote guests’ sustainable behaviours?

Abstract

Empirical evidence of smart hotels’ impacts on sustainable behaviours among hotel guests is limited. Given that the hospitality industry increasingly relies on digital tools to enhance guest experiences, this study explores how technology amenities (TAs), smart hotel attributes (SHAs) and green communication influence guests’ sustainable behaviours. By surveying 398 hotel guests in Phuket (Thailand) and utilizing structural equation modelling, results show significant effects of smart hotels, represented in TAs and SHAs, on promoting sustainable behaviours. The research also reveals the mediating effect of green communication in explaining the relationships between Tas, SHAs, and guests’ sustainable behaviours. These findings offer actionable insights for practitioners aiming to weave technology into their marketing strategies to achieve both competitive advantage and sustainability.

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