Abstract:
As self-service technologies (SSTs) become integral to hotel operations worldwide,
their acceptance among domestic travellers in emerging markets like Sri Lanka
remains underexplored. This study investigates the key factors influencing domestic
travellers’ behavioural intention to adopt hotel SSTs, drawing on the Technology
Acceptance Model (TAM), Theory of Planned Behaviour (TPB), and Unified Theory
of Acceptance and Use of Technology (UTAUT). Data were collected from 305 Sri
Lankan travellers with prior SST experience using a simple random sampling
technique with prior SST experience using a structured survey and analysed using
correlation and multiple regression techniques in SPSS. Results show that perceived
usefulness, subjective norms, and behavioural control significantly predict
behavioural intention (p < 0.01), while attitude shaped by trust, ease of use, and risk
plays a critical mediating role, as shown by R2 = 0.706. Interestingly, technology
readiness had a marginal effect, suggesting that cognitive and social perceptions
outweigh technical preparedness in influencing adoption. These findings extend
existing technology acceptance models by contextualising SST adoption within
domestic tourism in a developing country. In addition, mobile app usage, digital
payment adoption, and allowing customers to create service outcomes independently
can be seen as local adoption trends for SSTs. Practically, the study highlights the
need for hotels to offer secure, intuitive, and socially reinforced SST platforms.
Strengthening trust, reducing perceived risk, and promoting social influence can
accelerate user acceptance. As the Sri Lankan hospitality sector advances its digital
transition, this research offers valuable insights into designing traveller-centric
technologies that align with evolving consumer expectations.
