Technology Adoption and Service Delivery in Pakistan’s Hospitality and Tourism Sector

Abstract

The adoption of technologies has emerged to be a critical strategy requirement within Pakistan hospitality and tourism industry due to the factors of competition, changing consumer demands and global digitalization that are transforming the way services are delivered. This article explores the trends and factors of technology adoption in hospitality and tourism companies in Pakistan, in terms of improved service delivery and efficiencies in operations as well as customer experience outcomes. The study will incorporate theoretical views like the Technology Acceptance Model (TAM) and diffusion of innovations to synthesize existing empirical data and industry publications in mapping present technological trends, obstacles, and opportunities in the hotel, tour operators, and digital service platforms. Quantitative analyses and qualitative studies such as TAM application and empirical studies of smart tourism technologies indicate the perceived usefulness, ease of use, infrastructure preparedness, and cultural considerations were found to be important factors that determine adoption. The results indicate that the key elements in enhancing service delivery and competitiveness are digital marketing, mobile platform, online booking and smart service technologies. In addition, the article provides policy and managerial implications to hasten the digital transformation in the ecosystem of tourism in Pakistan. These findings enlighten the stakeholders about the best practices that can be implemented to improve service innovation and adoption of technologies in the hospitality and tourism sectors.