The Model of Hotel Technology Implementation for Enhancing the Guest Experience: A Case Study in Medium-Sized Hotels in Thailand

A quantitative analysis of 400 guests at medium-sized hotels in Thailand examined how technology adoption influences service quality, customer satisfaction, and overall guest experience. Hotel technologies—including automation, self-service systems, artificial intelligence, cloud computing, mobile platforms, and digital engagement tools—were found to significantly enhance electronic service quality and guest satisfaction, which in turn improve the guest experience. Technology used directly within hotel operations emerged as the strongest driver of positive guest outcomes. The results underscore the importance of integrating digital innovation with personalized service, operational efficiency, and robust data security to strengthen competitiveness in the hospitality sector.

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