Luxury Hospitality and the Adoption of Voice Assistants: The Role of Openness to Change and Status Consumption

New technologies represent an important challenge for all sectors across the world, becoming a relevant opportunity for the luxury hospitality industry as well. This study empirically investigates the effects of openness to change and status consumption orientation in influencing luxury hotel guests' perceived usefulness of voice assistants when integrated with their staying. Specifically, we shed light on the potential interplay between these two constructs in shaping guests' perceived usefulness of these devices. Finding suggests that openness to changes and status consumption represents two potentially alternative aspects that managers could leverage to encourage hotel guests' perceived usefulness and vocal assistant devices. This implies that openness to change on the part of luxury hotel guests may be a necessary but not sufficient condition for these devices to be accepted. Rather, luxury hotel managers should also consider the status consumption orientation of their guests.