Vol.:(0123456789)
Social Indica o s Resea ch
h ps://doi.o g/10.1007/s11205-024-03487-5
ORIGINAL RESEARCH
The Flow o Digi al T ansi ion: The Challenges
o Technological Solu ions o Ho els
AnaMa íaGa cía‑López1,2 · LuisGalindo‑Pé ez‑de‑Azpillaga1,2 ·
ConcepciónFo onda‑Robles1,2
Accep ed: 25 No embe 2024
© The Au ho (s) 2025
Abs ac
The inco po a ion o digi al echnologies in ho els wo ldwide is mo ing o wa d a he
same pace as he eco e y o he ou ism sec o i sel ollowing he COVID-19 pandemic.
Resea che s ha e looked a his opic om he pe spec i e o supplie s and consume s, bu
li le esea ch has been ca ied ou on ho els’ in e nal digi alisa ion p ocesses and unde -
s anding hei echnological p io i ies o become mo e compe i i e. A omiza ion o ho el
business s uc u e and i s cha ac e is ics and composi ion ha e adi ionally hinde ed da a
collec ion. This esea ch add esses his gap h ough close collabo a ion wi h he egional
associa i e s uc u e. The ini ial hypo hesis is ha digi iza ion in Andalusian ho els lows
a di e en speeds. The aim o he p esen s udy is o es ablish bo h he cu en s a e and
he speed o digi al ans o ma ion in ho els. To his end, he e is an analysis o he deg ee
o implemen a ion o digi al echnologies in he ho el sec o based on a case s udy o
Andalusia (Spain). A mixed me hod app oach is used, combining wo ocus g oups ha
oge he con ain 14 s akeholde s, wi h 183 echnological implemen a ion su eys sen o
ho els. This app oach allows di e en ia ion be ween he alues o ho els speci ically and
hose o accommoda ion as a whole, using wo blocks o ques ions: echnological solu-
ions and ools; and in as uc u es, in eg a ions and da a analysis. The esul s allow he
alida ion o he ini ial hypo hesis and show digi al ansi ion a wo di e en speeds. The
solu ions and ools implemen ed, he echnological p io i ies o u u e implemen a ion and
he use o digi al enable s each display e y dispa a e eali ies. Accele a ing he hy hm o
digi alisa ion is a g ea challenge o all ho els, wha e e hei ca ego y. The s udy con ib-
u es an o iginal heo e ical-p ac ical model, whose me hod can be applied o o he ou -
is des ina ions, ega dless o hei na ionali y. I enables compa isons and measu emen s,
add essing bo h he ypology o echnological ools and solu ions, and digi alisa ion issues.
Keywo ds Ho els· Technological solu ions· Digi al ansi ion· Digi al ools· Andalusia
* Luis Galindo-Pé ez-de-Azpillaga
[email p o ec ed]
1 Depa amen o de Geog a ía Humana, Uni e sidad de Se illa, Se ille, Spain
2 Ins i u o Andaluz de In es igación e Inno ación en Tu ismo (IATUR), Uni e sidad de Se illa,
Se ille, Spain
A.M.Ga cía-López e al.
1 In oduc ion
The p ocess o digi al ans o ma ion in o which he wo ld has en e ed since he global
COVID-19 pandemic began demands a e iew o adi ional business models. Tou ism
oday is wi hou doub imme sed in a pe iod o echnological ansi ion, a his o ic momen
ha equi es a deep change in business hinking, wi h signi ican challenges and new ules.
As happened wi h p e ious wa es o echnological change, he ou ism indus y is now
obliged o b ing i sel up o da e, wi h a g owing dependence on digi al and da a eali y
(G e zel e al., 2015; Law e al., 2021). Wi hin his new echnological pa adigm, he b eak-
h oughs a e inc easingly as , in ense and con inuous (Schwab, 2017). Un il he eme gence
o COVID-19, digi al ans o ma ion did no igu e in he s a egic agenda o many ho els
(Lam & Law, 2019). Today hei challenge is how o be e manage hei business in he
ou h indus ial e olu ion (IR4): by con inuing o be ele an o gues s and main aining
hei compe i i e posi ion in he ma ke , h ough digi al inno a ion and ans o ma ion.
The ho els’ echnological ecosys em elies on he inco po a ion o so wa e, da a and
echnologies ha ope a e om p e-s ay o in-house and pos -s ay, including digi al gues
egis a ion and check-in, keyless access, con ac less paymen , online messaging pla o ms,
and con e sa ion and ansla ion echnology such as online cha bo s and widge s. O he
elemen s a e he In e ne o Things (Io ) in all se ices, VR ou s and 360° ideos, s eam-
ing pla o ms o oom se ice, and NFT echnology. Robo ics and a i icial in elligence
(IA) a e inco po a ed h ough he au oma ion o p ocesses, o e ing impo an bene i s, o
bo h he imp o emen o he gues expe ience, and secu i y, op imisa ion o ope a ional
e iciency and es ablishmen p o i abili y. In ecen yea s, he e has been a p oli e a ion o
managemen sys ems, speci ic ho el so wa e, ools and echnological solu ions (TSs), all
o which aim o acili a e and simpli y ho el adminis a ion, al hough achie ing he in e-
g a ion, connec ion and in e ope abili y o applica ions and da a con inues o be key o
he sec o . The e is a subs an ial amoun o li e a u e on sma ho els, om he pe spec-
i e o bo h he supplie and he consume , bu none o his ocuses on digi alisa ion p o-
cesses.Since he onse o he COVID-19 pandemic, i has been impo an o unde s and
he cu en s a e and he po en ial u u e g ow h o digi al ans o ma ion in ho els, which
equi es a signi ican esea ch e o .Howe e , he body o li e a u e in his ield hus a is
limi ed (Cheng e al., 2023; Lam & Law, 2019). The eason is ha he e a e many di icul-
ies in collec ing indi idual da a due o he highly agmen ed na u e o he sec o , com-
posed o a signi ican numbe o small and amily- un businesses. While ob aining da a
om la ge g oups and ho el chains is less challenging, i is no always ep esen a i e o all
des ina ions.
The p esen s udy con ibu es o illing his esea ch gap and esponds o he Andalusian
ho el sec o ’s need o awa eness o he cu en deg ee o implemen a ion and use o new
echnologies in i s ho els.
The s udy s ems om he need o b idge and educe his gap based on a key esea ch
ques ion: Wha is he deg ee o implemen a ion and use o new echnologies in he Anda-
lusian ho el sec o as a whole? This implies a s udy om wi hin he sec o , bo h indi idu-
ally and collec i ely, necessa y o espond o he exis ing sec o al demand in Andalusia.
This has been made possible h ough close collabo a ion wi h he Andalusian ou ism busi-
ness s uc u e.
As s a ed by Busulwa e al. (2022), Cheng e al. (2023), Ve hoe e al. (2021) and Vial
(2019), digi al ans o ma ion is he c i ical s ep owa ds a g ea e use o digi al echnolo-
gies in p ocesses and ope a ions o in e ac ion. Bea ing in mind ha he ho el indus y
The Flow o Digi al T ansi ion: The Challenges o Technological…
al eady has many digi al ools and solu ions a i s disposal, i is impo an o know he
ho els’ app aisal o hese, hei needs and hei capaci y o add ess digi al con e gence. In
o de o achie e an o e iew bo h in gene al e ms and by accommoda ion ca ego y, his
s udy aims o analyse he exis ing deg ee o echnological implemen a ion and digi alisa-
ion in Andalusian ho els. The speci ic objec i es a e o:
• Iden i y he echnologies and ools cu en ly a ailable o ho els and he ho els’ sho -
e m needs, he po en ial o u u e in es men , economic aid ha can be accessed and
ba ie s o digi al ans o ma ion;
• Analyse ho els’ capaci y o accomplish he ansi ion while aking p ope accoun o
hei in as uc u es, he deg ee o in eg a ion and connec ion o di e en echnological
solu ions, and he use o digi al enable s;
• Elici he p o essionals’ iew o wha he sec o ’s main echnological goals and chal-
lenges a e; and
• Cha ac e ise he Andalusian ho el sec o ’s le el o digi alisa ion and he e olu ion o i s
ansi ion.
2 Li e a u e Re iew
The e ha e been many s udies o digi alisa ion, ocusing on bo h he ou ism sec o in gen-
e al and he ho el indus y in pa icula (Buhalis, 2022, 2003; Caliskan e al., 2020; Cheng
e al., 2023; Galán e al., 2022; Ve e ka, 2019; Ve hoe e al., 2021). Penca elli (2020) and
Kuma e al. (2024) p o ide comp ehensi e o e iews: on he digi al e olu ion in ou ism,
he impac o he echnological e a on he ou ism indus y, and he digi al ans o ma-
ion in he sec o o e ecen yea s, based on he s udy o wo ks, publica ions, and ends.
Ozdemi e al. (2023) app oach i om a c i ical e lec ion on he digi aliza ion mo emen
in he ho el indus y.
The ou b eak o he COVID-19 pandemic was a wa e shed in he his o y o ou ism
and i s e ec s on ho el managemen became, om 2020, an impo an subjec o s udy o
bo h esea che s (Bon an i e al., 2021; Jiang & Wen, 2020; Pillai e al., 2021) and ins i u-
ions (ITH, 2019, 2020; SEGITTUR, 2022). Deba es domina ed by ea o job loss and
lack o con idence in he new echnologies we e le behind (Millaue & Vellekoop, 2019)
o make way o sma hospi ali y, which consis s o in e connec i i y and in e ope abil-
i y wi hin he ho el ecosys em (Buhalis & Leung, 2018), and hospi ali y 5.0 echnologies
(Leung, 2019; Pillai e al., 2021). Many s udies ha e been ca ied ou on he adop ion o
ad anced echnologies such as Big Da a (BD), obo ics and IoT (Ce ezo e al., 2017; ITH,
2021; I ano e al., 2017; Ma iani & Baggio, 2022; MINSAIT, 2019; Yang e al., 2020),
al hough hei use emains low in all global indus ies, including he ho el indus y (Osei
e al., 2022); he e a e also many s udies ela ed o ICT applica ions and hei impac s on
ho el ope a ions, ba s and es au an s, and ou ism in gene al (Cain e al., 2019; I ano
e al., 2017; Samala e al., 2022; Tung & Au, 2018; Yung & Khoo, 2019). The e is also an
exhaus i e li e a u e on au oma ion o he ou ism sec o , (G undne & Neuho e , 2021;
Huang e al., 2022; I ano & Webs e , 2019; Tussyadiah, 2020), p esen ed in Table1.
I ho els oday wish o main ain hei compe i i e posi ion, hey mus mo e han
e e be a he o e on o echnological change. Toge he wi h he echnologies
al eady men ioned, es ablishmen managemen applica ions and so wa e ha e also
become much mo e common and sophis ica ed, p esen ed in Table2. The hospi ali y
A.M.Ga cía-López e al.
Table 1 Technologies and he au oma ion o p ocesses in he ho el sec o
Technologies Objec i es Re e ence examples
Da a analysis and
Big da a (BD)
Analysis o eelings and
capaci y o sel -lea ning
Fo ecas ing
P icing
Segmen a ion and cus omisa ion
Moni o ing and cus ome loyal y
Upselling
Ce ezo e al. (2017)
Sánchez-To es e al. (2022)
S ylos e al. (2021)
Talón-Balles e o e al. (2022)
Xu e al. (2017)
Voice assis an s
IoT and senso s
Com o
Pe sonalised and on-demand expe iences
G undne and Neuho e (2021)
I ano and Webs e (2019)
Ma iani and Baggio (2022)
Blockchain
Biome ics, acial ecogni ion
Cybe secu i y
Secu i y, p i acy and access e i ica ion Bowye (2004)
ITH (2022)
Önde and Gun e (2022)
T eiblmaie (2020)
Sus ainable solu ions
Building au oma ion, senso s and digi al wins
Ene gy managemen : e iciency and cos educ ion Bo ín-Sanab ia e al. (2022)
Chan e al. (2018)
Li a niece e al. (2023)
Mejía (2019)
Con ac less echnologies
Digi al egis a ion, keyless access and con ac less paymen Con e -
sa ion echnology
Cha bo and booking widge s
Reduc ion o wai ing imes
Flexibili y and simpli ica ion
Speed o esponse, ins an messages
Inc ease in di ec bookings
Boiano e al. (2019)
Gajdos and Ma cis (2019)
Samala e al. (2022)
Vi ual eali y (VR) and augmen ed eali y (AR), AI Imme sion
Expe iences
Pe sonalisa ion
Huang e al. (2022)
Jung e al. (2016)
Yung and Khoo-La imo e (2019)
Samala e al. (2022)
Pillai e al. (2021)
Robo ics Reduc ion o s a wo king hou s, sa ing and op imisa ion o ime Cain e al. (2019)
ITH (2021)
I ano and Webs e (2019)
The Flow o Digi al T ansi ion: The Challenges o Technological…
indus y has gone h ough a chao ic pe iod o online dis ibu ion so wa e p oduc ion.
The ple ho a o dis ibu ion channels especially caused con usion in he ho el indus y
(Zamya ina & Soln se a, 2020). The li e a u e has ho oughly co e ed he sec o ’s
in ane and so wa e ools, as well hose ex ane s ha , while no speci ic o ho el
managemen , a e undamen al o es ablishmen adminis a ion, as in he case o
massi e dis ibu ion channels.
3 Me hodology
3.1 Resea ch Con ex
The p esen esea ch ocuses on he implemen a ion o digi al echnologies in ho els
in Andalusia (Spain). I is impo an o analyze he in e nal digi aliza ion p ocesses o
ho els because ou is des ina ions need o unde s and hei cu en s age in he digi al
ansi ion and hei echnological p io i ies in e ms o compe i i eness. This is a nec-
essa y p elimina y s ep owa ds g ea e use o digi al echnologies.
In 2019, Spain was he second mos isi ed des ina ion in he wo ld (UNWTO,
2020) and Andalusia ecei ed 32.5 million ou is s (SAETA, 2020), making i one o
he mos compe i i e ou is egions in Eu ope. In 2022, 30.8 million ou is s isi ed
he egion (SAETA, 2023), which is e idence o he apid eco e y and s eng h o
his sec o in a con ex s ill sca ed by in e na ional economic unce ain y and he el-
e ance o s udying he Andalusian case. In addi ion o being one o he mos isi ed
des ina ions in Spain, i is he egion wi h he la ges ho el acili ies in he coun y and
wi h he highes numbe o ongoing p ojec s and planned in es men s in he sec o in
he las h ee yea s. This e lec s he le el o ma ke and in es o con idence in Anda-
lusia and is ela ed o di e en ac o s. I is a consolida ed des ina ion wi h a ecog-
nisable b and and a long adi ion ha goes back o he mid- wen ie h cen u y, which
has p o ided he egional ou ism-business ne wo k wi h he expe ience and capac-
i y o adap o ma ke changes. I s o e o ou is accommoda ion is ex ensi e and
di e se, wi h ho el es ablishmen s (HEs) s anding ou due o hei powe o a ac ion.
HEs comp ise gues houses, bed and b eak as s, hos els, apa ho els and ho els (H*).
Among he exis ing 3622 HEs, he e a e mo e han 400,000 accommoda ion places, o
which 227,952a e exclusi ely in ho els (INE, 2023). Andalusia cu en ly o e s 1808
H* o six ca ego ies, om 1 o 5 s a and 5 s a luxu y (L): 252 H1*, 484 H2*, 455
H3*, 550 H4*, 47 H5* and 20 H5L* (Open RTA, 2022). A a e i o ial le el, he e a e
no able quan i a i e (H*) di e ences, wi h he ci ies o Se ille (158), G anada (101)
and Malaga (88) o e ing he highes o al numbe o ho els (TH). The highes ca ego y
H* (5* and 5*L) a e concen a ed abo e all in he p o ince o Malaga, on he Cos a del
Sol, wi h a ma ked dependence on in e na ional ou ism.
This case s udy and i s egional ocus p o ide an o e iew o he limi a ions and
weaknesses a he des ina ion- egion scale, o add ess g ea e g ow h and compe i i e-
ness bo h a he sec o al le el and om he public managemen o ou ism. Mo eo e ,
i allows o a compa a i e analysis wi h o he des ina ion egions o simila ajec o y
and ou is cha ac e is ics, in ela ion o he beha io and e olu ion o he sec o wi hin
he amewo k o he digi al ansi ion.
A.M.Ga cía-López e al.
Table 2 Ho el managemen ools and sys ems
Resou ces Cha ac e isa ion and uses Re e ence examples
BI (business in elligence) BI o e s ho el manage s essen ial ools o he analysis and p esen a ion o da a,
such as end analysis, so ha hey can make mo e in o med decisions
Xu e al. (2017)
CMS (channel managemen sys em) The CMS enables he managemen o he in en o y and p icing o di e en channels
om a single pla o m. I supe ises all he dis ibu ion channels and suppo s he
Re enue Manage o a be e con ol o p ices
Buhalis and Leung (2018)
Choi and Kimes (2002)
CMMS
(compu e ised main enance managemen sys em)
Compu e -assis ed main enance managemen p og ams o p e en i e, co ec i e
and no ma i e main enance acili a e in e depa amen al communica ion be ween
ecep ion, ooms and main enance se ice o apid inciden esolu ion
Gado and SamehHussien (2019)
Sánchez e al. (2022)
CRM (cus ome ela ionship managemen sys em) Cus ome managemen sys em acili a es gues ela ions, sales and ma ke ing. I is
a comme cial IT sys em o ela ionship ma ke ing and he enhancemen o online
epu a ion
Rahimi and Kozak (2017)
Sigala (2005)
CRS
(cen al ese a ion sys em)
This au oma ed cen alised booking sys em mus be in eg a ed bidi ec ionally wi h
he PMS so ha bo h sys ems ha e access o he same in o ma ion in eal ime.
They ansmi ele an da a om dis ibu ion channels, GDS (global dis ibu ion
sys ems), me a-sea ch engines and OTAs (online a el agencies)
Koh and Hassim (2021)
ERP
(en e p ise esou ce planning)
Business planning and managemen so wa e capable o co e ing accoun ing,
inancial, sales and s o age needs no co e ed by he PMS. I can manage bo h
on -o ice and back o ice asks
Ak ü k (2021)
PMS (p ope y managemen sys em) This ho el managemen sys em, in eg a ing he ading sys em, bookings, and
in e nal cos andpe sonnel managemen , is he ho el ope a ions hub ha ensu es a
con inuous low o in o ma ion be ween depa men s
Dyshkan iuk e al. (2020)
Koh and Hassim (2021)
RMS ( e enue managemen sys em) This income managemen sys em analyses da a om he PMSand helps he e enue
manage make decisions
Abad e al. (2019)
O ega (2016)
Talón e al. (2022)
Ra e shoppe s
Ra e checke s
These p icing solu ions p o ide in o ma ion on compe i o s, dis ibu ion channels
and online epu a ion, moni o ing compe i o s’ p ices in eal ime
Ma e al. (2022),
Man o ani e al. (2021)
Dis ibu ion channel managemen
GDS (global dis ibu ion sys em) These a e he la ges online a el pla o ms, such as Amadeus, Sab e and Galileo.
They connec a el agencies wi h p o ide s o bo h ho els and ai a el, and
ehicle hi e se ices, o example. Thei main bene i is he access hey p o ide o
la ge numbe s o ho el ooms
Aami and A san (2020)
Fo is e al. (2021)
The Flow o Digi al T ansi ion: The Challenges o Technological…
Table 2 (con inued)
Resou ces Cha ac e isa ion and uses Re e ence examples
OTAs (online a el agencies) They connec se ice p o ide s o end consume s and accoun o a e y high p o-
po ion o all ho el bookings wo ldwide, examples being Booking.com, Expedia,
Weekendesk, Ho elbeds, Hos elwo ld and HRS
K í ko á and Pe ů (2023)
Huang e al. (2019)
Me a-sea ch engines They help use s ind he bes oom a he bes p ice in he des ina ion, hei esul s
coming om oom a ailabili y sea ches on he di e en OTA si es, examples being
T ipad iso , Google Ho el Finde , T i ago, Kayak and Skyscanne
Angue a-To ell and Lange (2022)
A.M.Ga cía-López e al.
3.2 Da a Collec ion Me hods
Du ing 2022, he ieldwo k necessa y o ca y ou his esea ch—whose ini ial hypo hesis
is H = Digi isa ion in Andalusian ho els lows a di e en speeds—was unde aken.
The e is a gene al desc ip ion o he esea ch design o his s udy based on a amewo k
s uc u ed in wo phases (Fig.1). Gi en he esea ch design’s heo e ical-applied na u e,
a mixed me hod is used. Bea ing in mind he mixed me hods design ma ix p oposed by
C eswell e al. (2003), he s udy uses a sequen ial explo a o y design ha implemen s he
quali a i e me hod ollowed by he quan i a i e and whose p io i y is quan i a i e. The
li e a u e on ou ism p o ides nume ous examples o s udies ha employ quan i a i e and
quali a i e echniques in he same p ojec and ei e a e he impo ance o using Mixed
Me hods Resea ch—MMR—(Aze e al., 2022; C eswell, 2015; Khoo-La imo e & Yung,
2019; Tashakko i & Teddlie, 2010). The MMR esea ch ocus is conside ed he hi d
impo an esea ch pa adigm.I implies he ga he ing o bo h quan i a i e and quali a i e
da a, he in eg a ion o he wo ypes o da a and he use o di e en designs ha can in ol e
philosophical supposi ions and heo e ical amewo ks (C eswell & C eswell,2018; Fe e s
& Molina-Azo in, 2017).
Du ing he i s da a collec ion s age (Phase 1) o his s udy, he e we e wo ocus g oups
(FGs) wi h quali a i e esul s in o de o de e mine he poin o iew o he in e es ed pa -
ies in ela ion o he echnologies applied in ho el managemen and he digi alisa ion o he
sec o . In he second s age (Phase 2), a su ey o he ho el indus y was ca ied ou . The
ideas de i ed om he i s phase a e an in eg al pa o he su ey’s design.The esul s
ob ained enable he con as ing o H h ough answe ing he key ques ions (Qs):
Q1 Which echnological solu ions (TSs) and digi al ools a e he mos implemen ed and
which a e a p io i y o implemen a ion in Andalusian ho els, and wha is he ho el´s eco-
nomic capaci y o in es in echnology?
Fig. 1 Resea ch amewo k
The Flow o Digi al T ansi ion: The Challenges o Technological…
Q2 Wha is he assessmen o hei digi al ans o ma ion capaci y based on in as uc-
u es, in eg a ions and da a analysis (IIA)?
Q3 How does he ho el sec o beha e and e ol e wi h espec o digi al ansi ion?
3.2.1 Quali a i e Focus G oup
Aquali a i es udy was unde aken ollowing p ocedu es ecommended in p e ious s ud-
ies (Cali e al., 2020). In his Phase 1, alongside a sys ema ic e iew o he li e a u e, FGs
we e c ea ed o iden i y quali a i e keys on he cu en digi alisa ion o he ho el sec o .
Th oughou he p ocess, he e was collabo a ion wi h he Andalusian Fede a ion o Ho els
and Tou is Accommoda ion in Andalusia (FAHAT) as he main sec o al ep esen a i e
and he bes in o med body as o he eal si ua ion on a egional scale. The p oposed case
s udy was o 14 key agen s, all p o essionals in he ho el sec o . The s akeholde s we e
selec ed o hei ep esen a i eness and epu a ion a a e i o ial and p o incial le el.
Besides being use s o he new echnologies, hey make decisions on inno a ion and digi-
alisa ion s a egies in hei ho els (Appendix 1). Two FG sessions we e o ganised; p e-
ious s udies ha e sugges ed ha a small numbe de pa icipan s— om six o eigh —is
he mos app op ia e o an FG due o he speci ici y o he discussions (Hennink, 2013;
K uege & Casey, 2015), soa e conside ing he pa icipan s’ jobs and posi ions, he ses-
sions g oups we e de eloped wi h se en membe s in each. Each o he h ee-hou sessions
was eco ded and subsequen ly ansc ibed.The open coding was comple ed by means o
eading he ansc ip ions line by line and coding he key ideas. Th ough open ques ions
ela ed o oppo uni ies and limi a ions, echnological objec i es, sec o al issues and he
main challenges, assessmen s we e ob ained ha e lec he sec o ’s cu en conce n o he
sec o .
3.2.2 Quan i a i e Su ey
As in Ga dine e al. (2022), a su ey me hodology based on he indings o hequali a-
i e esea ch was adop ed. The p esen s udy con as s wo a eas o echnological in e -
es : echnological solu ions (TSs) and digi al ools; and in as uc u es, in eg a ions and
da a analysis (IIA). In MMR, he quali a i e and he quan i a i e esul s complemen each
o he (C eame , 2018; T uong e al., 2020). Acco ding o Mason e al. (2021), a sys em-
a ic s udy design p ocess in he explo a o y s age can inc ease a s udy’s alue, speci ically
when he ini ial quali a i e s age is ollowed by a quan i a i e s age. Phase 2 is based on a
ques ionnai e o 15 ques ions, including bo h open and segmen ed, in o de o classi y he
esponses aking in o accoun he a e age o bo h he ho els as a whole (TH) and he di e -
en ca ego ies o es ablishmen (Appendix 2).
In he i s open ques ion he ho els a e asked o iden i y he i e mos implemen ed
echnologies (implemen ed echnologies) and name he speci ic PMS models used in each
case, as well as iden i y he i e mos p io i y o u u e implemen a ion in he sho e m
(p io i y echnologies) and hose ha a e leas needed in hei es ablishmen s (non-p i-
o i y echnologies). The second open ques ion analyses he main ba ie s ha exis when
implemen ing he new echnologies. Fo he emaining 13 ques ions, ho els we e asked
o indica e hei a ings on a en-poin Like scale (0 = e y low le el and 10 = e y high
le el), o a i e-poin scale (1 = e y low le el and 5 = e y high le el) condi ional on he
opic associa ed wi h he ques ion and i s inclusion in he ques ionnai e (Kim e al., 2020;
A.M.Ga cía-López e al.
Table 7 Keys om he sec o in he p esen and in he u u e
Ca ego ies Mos ele an p o essional con ibu ions
Oppo uni ies and ba ie s “… he olume o in o ma ion we ecei e e e y day om di e en echno-
logical p o ide s can be o e whelming and i ’s ha d o us o choose, he
echnology is e ol ing e y quickly … i ’s disconce ing”
“… I ecognise ha he da a p o ide a g ea oppo uni y bu we s ill don’
eally know how o ake ull ad an age o all he bene i s in e ms o e u n
on he in es men ”
“… he Eu opean Nex Gene a ion EU unds a e an oppo uni y o us bu
hey’ e no well managed. We con inue o demand agili y and lexibili y
om he public adminis a ion”
Sec o al aims “… de eloping s a egic alliances bo h wi hin and ou side ou egion means
we can be e capi alise on all ou po en ial as a sec o ”
“… he en i onmen al echnologies allow us o be mo e e icien and also o
sa e money”
“… he in eg a ion be ween physical and digi al channels is he new issue
o be ackled”
Challenges in collabo a ion “…we wan o a oid in e media ion and he associa ed cos s. Howe e , i is
cu en ly e y di icul o make di ec sales and ope a e independen ly o
o he p o ide s”
“… I s ill hink ha collabo a ion be ween he public and p i a e sec o s is
he bes way o deal wi h he challenges we’ e acing”
“… he connec ion be ween applica ions and se ices such as CRSs and
CMSs wi hin he PMS con inues o be a key equi emen ”
Challenges and commi men s “… i ’s ha d o ind quali ied wo ke s and hen keep hem when we do ind
hem. Fo his digi al ans o ma ion, we need new p o essional p o iles”
“… we ha e a commi men o a sus ainabili y ha cu s ac oss all ou supply
chain, and we ask ou p o ide s o le e s p omising social and en i on-
men al esponsibili y … in ac , i hey don’ make his commi men we
change o ano he p o ide ”
“… we know ha da a and in eg a ion a e key. Fo his eason, om
FAHAT we wo k along wo lines: bo h h ough he Sma Da a o he
des ina ions managed by Andalusian Tou ism and wi h he ITH and he
HOSBEC wi hin he amewo k o he Bio end p ojec ”
Fig. 3 Ho el digi alisa ion. X ho els and digi isa ion speed (S1, S2)
The Flow o Digi al T ansi ion: The Challenges o Technological…
ans o ma ion is he sus ainabili y o he sec o . These ho els a e in e es ed in a g ea e
unde s anding o p edic i e analysis and da a p ocessing, and an inc eased au oma ion
o hei p ocesses. H4* ho els ha e he highes le el o digi alisa ion o all hose in he
sample, and hei o ecas o in es men in digi al echnologies is also he highes .
The S2 g oup ho els a e making slowe p og ess and main ain a low le el o digi alisa-
ion. Thei capaci y o adap o he changes and unde ake echnological ans o ma ion is
limi ed. They a e sel -managed es ablishmen s ha ega dless o hei ca ego y (apa om
H4* and H5*) a e loca ed in small coas al and inland des ina ions. A signi ican numbe
o hem do no ejec he digi al echnologies and mos o o hem ha e hei own digi-
al managemen ools in place, al hough hey do no use many digi al p oduc s and se -
ices o a ac cus ome s, and hei deg ee o da a analysis ool implemen a ion is e y
low. The 11% o es ablishmen s ha do no use a PMS as a managemen sys em belong
o his g oup. They a e mos ly H1* and H2*, amily-managed SMEs, and small in e ms
o UA and beds. Some ha e yea - ound bookings and e y high le els o bo h cus ome
loyal y and income, which shows ha he e is no always a di ec co ela ion be ween he
mos ad anced echnology and p o i abili y, as in Buhalis and Leung (2018): i is a he
he way in which he ho els use he echnology ha de e mines hei esul s. Howe e , he
c isis b ough abou by he COVID-19 pandemic and he cos ly economic eco e y ha e
slowed down hei de elopmen and hei in es men o ecas s signi ican ly, wi h he eco-
nomic ba ie being decisi e. A he same ime, he FGs e eal ha he S2 g oup ho els a e
unawa e o digi al enable s and many exis ing TSs, and ha e se ious p oblems inding s a
wi h he necessa y echnical quali ica ions. I hei budge s we e la ge enough o in es in
digi al echnologies, hei p io i y would be o choose he mos simple, in ui i e and easy
o use. I is wo h no ing ha hey main ain limi ed ela ions wi h hei p o incial associa-
ions, which a e a eliable sou ce o in o ma ion and ma ke upda es.
The esul s ob ained allow us o es he ini ial hypo hesis by answe ing he h ee key
ques ions asked a he beginning o his s udy.
6 Recommenda ions andCon ibu ions
6.1 Theo e ical Implica ions
This s udy p o ides a heo e ical-p ac ical model ha analyzes he le el o implemen a-
ion o digi al echnologies in ho els, wi h a pa icula ocus on he Andalusian egion.
F om a heo e ical pe spec i e, his model ein o ces he idea ha digi al ans o ma ion
is nei he homogeneous no s anda dized, as ho el needs a y acco ding o hei ca ego y,
economic esou ces, and clien ele. This sugges s ha he e is no ‘one-size- i s-all’ solu ion
o digi aliza ion in he ho el sec o , which highligh s he impo ance o pe sonalisa ion and
adap abili y. The s udy also in oduces a mixed me hod app oach ha combines di e en
analy ical ools, hus alida ing he indings and es ablishing a heo e ical basis o u u e
esea ch in o he ou is des ina ions, which ein o ces i s ele ance and applica ion beyond
he local con ex .
6.2 P ac ical Implica ions
On a p ac ical le el, he s udy o e s clea ecommenda ions o ho els ega ding he imple-
men a ion o digi al echnologies, sugges ing ha each ho el should ind a balance be ween
A.M.Ga cía-López e al.
supply and demand o echnological solu ions based on hei speci ic needs. This pe sonal-
ized app oach implies ha public adminis a ion and sec o al policies should ocus on os e -
ing public–p i a e collabo a ions and p omo ing sys em in e ope abili y, ensu ing ha digi-
al ools a e accessible o all ho els, ega dless o hei ca ego y. The esea ch highligh s he
impo ance o aining in digi al skills and he need o p omo e a echnological cul u e wi hin
o ganiza ions, which is i al o a ac ing and e aining alen . Howe e , he s udy acknowl-
edges ha i s indings a e no gene alizable due o he limi ed sample o 183 ho els, sugges ing
he need o expand u u e esea ch o ob ain mo e obus and ep esen a i e esul s.
6.3 Social Implica ions
The s udy emphasizes he impo ance o democ a izing access o digi al echnologies, a guing
ha echnological in elligence should no be an exclusi e luxu y o high-ca ego y ho els, bu
an accessible oppo uni y o all. This inclusi e app oach has signi ican social implica ions,
as i p omo es equal oppo uni ies in he ho el sec o and seeks o educe echnological ain-
ing gaps. Fu he mo e, i encou ages g ea e collabo a ion be ween uni e si ies, esea ch cen -
e s, and he ho el sec o , highligh ing he impo ance o designing educa ional p og ams ha
espond o he cu en needs o he indus y, di ec ly impac ing human capi al and i s p o es-
sionaliza ion in he sec o .
Appendix1 S akeholde s
Focus g oup Posi ion/ ep esen a ion Ins i u ion, associa ion, ho els
Session 1 P esiden Andalusian ede a ion o ho els and ou is accommoda ions
Sec e a y Gene al-Manage P o incial associa ion o ho els o Huel a
P esiden P o incial associa ion o ho els o Cadiz
P esiden Associa ion o hospi ali y en ep eneu s o Co doba
P esiden Business ci cle o ou ism o Huel a
Vice P esiden Associa ion o ho el en ep eneu s o he “Cos a del Sol”
P esiden Associa ion o ho els o Se ille and p o ince
Session 2 CEO Soho bou ique ho els (Andalusia and Spain)
Owne Fue e ho els g oup (Ma bella, Conil, El Rompido, G azalema)
Owne Ho els o G anada (4*) and Se ille (1* and 2*)
Di ec o Ho els o Cadiz (2* and 4*)
Di ec o Ho els o Se ille (2 ho els o 3*), Huel a (4*) and Cadiz (3*)
Di ec o Ho els o G anada (3* and 4*)
Di ec o Ho els o Malaga (4* and 5*), Cadiz (4*) and Se ille (3* and
4*)
The Flow o Digi al T ansi ion: The Challenges o Technological…
Appendix2 Ques ionnai e—Lis o Indica o s
Block 1: echnological solu ions, in es men s, and limi a ions
Wha a e he mos implemen ed TS and equipmen , hose wi h he g ea es
need o implemen a ion (p io i y), and non-p io i y ones? I you ha e a
PMS, which one do you use?
Open ques ions
Wha a e he main ba ie s and possible obs acles when implemen ing new
echnologies, TS, and so wa e?
E alua ion o he le els o echnological implemen a ion in he es ablishmen Ve y low le el
Low le el
Medium le el
High le el
Ve y high le el
E alua ion o in es men le els alloca ed o he implemen a ion o ST and
digi al echnologies
Technological implemen a ion: numbe o ST implemen ed and ope a ional Ve y low (less han 5)
Low (6 o 10)
Medium (11 o 15)
High (16 o 20)
Ve y high (mo e han 20)
Planned in es men in echnology o he nex yea by H* ca ego y (€) 0
25,000–50,000
50,000–100,000
100,000–200,000
200,000–300,000
Mo e han 300,000
E alua ion o he impo ance o economic aid om he adminis a ion o
echnological implemen a ion No impo an
Sligh ly impo an
Nei he much no li le
Qui e impo an
Ve y impo an
Block 2. in as uc u es, in eg a ions, and analysis
E alua ion o he le el o digi al quali ica ion o employees Ve y low le el
Low le el
Medium le el
High le el
Ve y high le el
Capaci y o he echnological in as uc u e o unde ake a digi al ans o -
ma ion p ocess
Deg ee o acquisi ion o new cus ome s and/o income om digi al p oduc s
and se ices
Deg ee o in eg a ion and connec ion be ween ST (PMS, ERP, CRS, RMS,
CRM, e c.)
Implemen a ion le el: 0–10
Implemen a ion le el o cybe secu i y ools, da a analysis, BD, e c
Analysis o cus ome complain s o imp o e ope a ional managemen
Use o echnologies o a ac cus ome s
Use o echnologies o analyse cus ome in o ma ion
Acknowledgemen s TED2021-131577B/AEI/h ps:// doi. o g/ 10. 13039/ 50110 00110 33
/ EU
Nex Gene a ionEU/PRTR and TUR-RETOS2022-033/Minis y o Indus y, T ade and Tou ism/EU
Nex Gene a ionEU”/PRTR IATUR, bo h o which a e R & D p ojec s. The au ho s would also like o
hank he Andalusian Fede a ion o Ho els and Tou is Accommoda ion (Fede ación Andaluza de Ho eles y
Alojamien os Tu ís icos—FAHAT).
Decla a ions
Con lic o in e es The e a e no con lic s o in e es s.
A.M.Ga cía-López e al.
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