The Role of Expected Benefits towards Smart Hotels in Shaping Customer Behavior: Comparison by Age and Gender

Abstract

The present study attempted to provide foresight into the hotels of the future in response to the Fourth Industrial Revolution. In particular, this research aimed to understand customers’ expected benefits, many of which are rooted in the characteristics of a smart hotel, as well as to discover the role of expected benefits to build perceived value and attitude, which in turn increase the behavioral intentions towards a smart hotel. Furthermore, the moderating effect of age and gender was tested in the link between the expected benefits and perceived value, and the association between the expected benefits and attitude. The results of our analysis determined how personalization and entertainment, as well as safety and security, had a leading role to shape customer behavior, and how age moderated the link between entertainment and attitude. The discussion and implications were conducted in light of these findings.