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Abstract
More than 4,500 U.S. hotels provided information regarding technology use. This study presents and supports a six-phase model of technology adoption that ranges from signaling competitors and guests that a hotel has invested (or will invest) in new technology to experimenting with untested technology. The study results indicate that while many hotels have adopted technologies to enhance their managers' and employees' efficiency (phases 2 and 3), few have added technologies focused on customer service (phases 4 and 5)-thereby creating a strategic marketing opportunity for hoteliers willing to take risks and be innovative.