Purpose

This research aims at understanding techno-based strategies deployed by the hospitality industry by exploring the emerging technological product and process innovations that are actively being used in the hospitality space to deliver enhanced guest experiences. It also aims at gaining perspective about the challenges of technology adoption faced by the Indian luxury hotels that have traditionally been driven by high-touch, unscripted and personalised service.

Design/methodology/approach

This paper adopted a two-pronged methodology for data collection – in-depth semi-structured interviews with General Managers of Luxury Hotels in India and literature-based innovation output (LBIO). NVivo12 software was used to carry out a qualitative thematic analysis of the data. The primary data collected was then triangulated with secondary data gathered through literature review of academic papers, industry reports and studies on the use of technology for enhancing and co-creating customer experience in luxury hotels.

Findings

The research brings in to focus the importance of technology and high-tech, state-of-the-art tools in facilitating the co-creation and delivery of experiences in the context of luxury hospitality. However, it also emphasises that the high-touch dimension is the core of hospitality in luxury and premium hotels and should remain the primary driver of this segment. Luxury hotels will have to fine-tune and tailor their services and provide the right mix of high-tech and high-touch, depending on the micro-niche segments to which they cater.

Practical implications

Practitioners, researchers and educationists in the hospitality industry would find the implications of this study useful in context of the evolving technology imperative and the present customer-centric business environment where hotels are constantly striving to meet the exponentially rising bar of guest expectations.

Originality/value

This study is the one of the few empirical explorations of the techno-based strategies adopted by luxury hotels for co-creating enhanced and high-value experiences leading to critical implications for both hospitality and tourism theory and practice.

中文翻译：

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提升豪华酒店宾客体验的科技商业战略：管理视角

目的

本研究旨在通过探索酒店空间中积极使用的新兴技术产品和流程创新来了解酒店业部署的基于技术的战略，以提供更好的客户体验。它还旨在了解印度豪华酒店所面临的技术采用挑战，这些挑战传统上是由高接触、无脚本和个性化服务驱动的。

设计/方法/方法

本文采用了一种双管齐下的数据收集方法——对印度豪华酒店总经理的半结构化深度访谈和基于文献的创新产出 (LBIO)。使用NVivo12软件对数据进行定性专题分析。然后将收集到的主要数据与通过对学术论文、行业报告和技术使用研究的文献综述收集的辅助数据进行三角测量，以增强和共同创造豪华酒店的客户体验。

发现

该研究将重点放在技术和高科技、最先进的工具在促进豪华酒店环境中体验的共同创造和交付方面的重要性。然而，它还强调高接触维度是豪华和高档酒店的核心，应该仍然是这一细分市场的主要驱动力。豪华酒店将不得不微调和定制他们的服务，并提供高科技和高接触的正确组合，这取决于他们迎合的微型细分市场。

实际影响

酒店业的从业者、研究人员和教育家会发现，在不断发展的技术需求和当前以客户为中心的商业环境中，酒店不断努力满足指数级增长的客人期望标准，这项研究的意义很有用。

原创性/价值

这项研究是对豪华酒店为共同创造增强型和高价值体验而采用的基于技术的策略的少数实证探索之一，对酒店和旅游理论和实践产生了重要影响。