Hospitality and Tourism Technology and Organizational Performance: An Integrated Framework of HTT Business Value and Future Research Agenda

Despite increased scholarly interest in the economic impacts of hospitality and tourism technology (HTT), scarce studies provide an overview of HTT's effects on organizations' performance, namely the business value of HTT. By reviewing the existing literature on the business value of HTT, the purpose of this study is to identify performance metrics used, strategic roles, and theories applied and to uncover potential gaps for future research agendas. Sixty-nine research articles were collected from top-tier journals and analyzed through content analysis. Results highlight the dominance of organizational performance over business process performance metrics, an organization/firm-level approach within hospitality, and a destination-level perspective in tourism literature. Findings also emphasize the study of HTT strategy in contrast with an aggregated HTT factor and the need for updated strategic roles of HTT. We discuss five critical topics for future research: digital transformation, HTT management/capability, co-creation through HTT, service innovation, and novel theorizing.