The current study aims to investigate the factors that affect a hotels’ decision to adopt digital technologies. Our theoretical grounding builds on the Technology–Organization–Environment (TOE) research framework. Our research model was validated through a survey of 502 hoteliers and managers using the Partial Least Squares–Structural Equation Modeling (PLS-SEM) statistical method. The results indicated that micro, small and medium-sized enterprise (MSME) hotels affected by the COVID-19 outbreak are more likely to adopt digital technologies. The intention to adopt digital technology is positively and significantly influenced by the digital maturity of organizations, financial resource availability and government regulations. The current study investigates rather less explored factors, such as the organizational digital maturity, which consists of a multi-dimensional latent variable. Our findings may be employed to guide the formulation of digital strategies by hospitality industry organizations.

This research aims to advance the understanding of the moderating effect of organizational innovativeness (OI) and organizational size on the relationship between Information and Communication Technologies (ICTs) adoption and the technological, organizational, and environmental elements of the Technology- Organization- Environment theoretical framework (TOE) in the hospitality industry during the pandemic. A sample of 502 hotel owners and managers in Greece participated in the e-survey. The results indicated that OI has a moderating effect on the relationship between ICTs and the technology readiness of the hotel. In addition, concerning the size of the hotel, small hotels with 11-50 employees are a moderator on the adoption of ICTs within the environmental uncertainty of the COVID-19 outbreak. Theoretical and practical implications of the outcomes are discussed in this study.

The study aims at mapping and evaluating the adoption and implementation levels of digital technology in relation to the star categorization by Greek hotels. Digital technologies have significantly affected the hospitality industry, especially during the COVID- 19 turbulence. For the statistical analysis of the research, the Kruskal -Wallis non-parametric test was conducted on a sample of 502 hotel owners and managers to investigate significant differences in the adoption and implementation of digital technologies according to the hotel star category. While some digital solutions are common in hotels regardless of their star category, others differentiate across upper and lower-scale hotels. Overall, the findings provide additional evidence on the digital technology adoption and the hotel star rating. This knowledge is important for hotel owners, managers, and policymakers to model informed decisions and strategically plan their future.