Effectively implementing technology in heritage hotels: Balancing tradition and technology

• Published in: International journal of hospitality management Vol. 128; p. 104134
• Main Authors: Park, Yun-Na, Shin, Minjung, Back, Ki-Joon
• Format: Journal Article
• Language: English
• Published: Elsevier Ltd 01.07.2025
• Subjects: Authenticity; Booking intention; Construal level theory; Escapism; Fluency theory; Heritage; Perceived fit; Psychological distance theory; Technology; Authenticity; Technology; Perceived fit; Escapism; Fluency theory; Booking intention; Psychological distance theory; Construal level theory; Heritage
• ISSN: 0278-4319
• DOI: 10.1016/j.ijhm.2025.104134

Technology has become essential in the hospitality industry to meet changing customer expectations, improve operations, and enhance service. However, the use of technology can sometimes weaken a hotel’s brand identity, especially in hotels where customers expect a heritage experience. Grounded in fluency theory, this research proposes that the introduction of technology disrupts the immersive experience in heritage hotels, diminishing customers' sense of escapism and authenticity, which ultimately reduces booking intentions. Study 1 of this research used a between-subject quasi-experimental design to demonstrate that the presence of technology indeed reduces the perceived fit with heritage brands. This confirms that technology negatively affects escapism and authenticity, reducing booking intention. Study 2 explored ways to mitigate these negative effects, showing that communicating the “why” (high-construal level) technology is implemented rather than the “how” (low-construal level) to use the technology improves the perceived authenticity of the heritage hotel experience and increases booking intention. As a result, this research expands on fluency theory by illustrating the importance of fit between technology and brand identity to maintain customer immersion and protect brand value. Managerially, it proposes a communication strategy focused on high-construal levels to effectively implement technology for heritage brand hotels. •Integration of technology conflicts with heritage hotel’s brand identity to provide traditional experiences.•Technology reduces psychological distance from the present time, hindering the escapist experience heritage hotels aim to provide.•The mismatch between heritage branding and technology harms authenticity perceptions, reducing booking intentions for heritage hotels.•When technology integration is inevitable, explaining 'why' it is needed rather than 'how' to use it can reduce negative effects.