Drivers of organizational adoption of automation

Iis Tussyadiah, Aarni Tuomi, Erin Ling, Graham Miller, Geunhee Lee

Research output: Contribution to journalComment/debatepeer-review

10 Citations (Scopus)


The implementation of artificial intelligence, robotics, and automation in tourism and hospitality has received increasing attention from researchers and practitioners alike. It is expected that innovative technological solutions will bring a host of transformation to the sector (Ivanov & Webster, 2019). While examples of full automation in tourism remain scant, understanding the factors influencing organizational decision to adopt automation is important to assess the likelihood to increase adoption rate in the future. Of interest is identifying potentially modifiable factors that can be employed to improve adoption of best practices (Wisdom et al., 2014). Thus far, no empirical studies have been done to address this. This research aims to fill the gap by providing a set of factors identified by practitioners as driving the organizational adoption of automation. The results suggest avenues for further research and offer best practices to implement automation in tourism.
Original languageEnglish
Article number103308
Number of pages6
JournalAnnals of Tourism Research
Early online date29 Sep 2021
Publication statusPublished - 1 Mar 2022


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