Digital Transformation in Hotels: A Meta-Analysis of UTAUT-based Empirical Evidence
Transformasi Digital dalam Industri Hotel: Meta-Analisis Kajian Empirikal Berasaskan UTAUT

Universiti Malaya Business School
Level 4, Azman Hashim Building
Universiti Malaya, 50603 Kuala Lumpur, MALAYSIA.

syahrulzuhara@gmail.com

Universiti Malaya Business School
Level 4, Azman Hashim Building
Universiti Malaya, 50603 Kuala Lumpur, MALAYSIA.

yusniza@um.edu.my

Abstract

This research conducts a meta-analysis of 14 empirical studies (published from 2021–2025) that used the UTAUT and UTAUT2 models to examine users’ behavioural intention toward hotel technology adoption. Employing the PRISMA protocol and Meta-Essentials software, we synthesised effect sizes for seven UTAUT constructs; Performance Expectancy, Effort Expectancy, Social Influence, Facilitating Conditions, Hedonic Motivation, Price Value and Habit. All constructs exhibited significant relationships with behavioural intention (r = 0.20–0.28), albeit with substantial heterogeneity. Subgroup analyses revealed stronger adoption patterns among hotel guests compared to operators, as well as the greater influence of ease-of-use and enjoyment-related factors on mobile-based technologies and in Asian contexts. Theoretically, this study contributes specific insights into the UTAUT model’s validity in the hotel industry, highlighting contextual factors such as user type, technology type and regional digital readiness. The findings also offer practical implications for hospitality managers, system designers, and policymakers navigating the evolving landscape of guest-centric digital experiences.

Keywords

behavioural intention; Hotel digitalisation; meta-analysis; technology adoption; UTAUT model
https://doi.org/10.17576/pengurusan-2025-74-2

Citation

S.A. Kamal, S. Z., & Kamarulzaman, Y. (2025). Digital Transformation in Hotels: A Meta-Analysis of UTAUT-based Empirical Evidence. Jurnal Pengurusan, 74, –. https://doi.org/10.17576/pengurusan-2025-74-2

@article{kamal2025digital,
  title={Digital Transformation in Hotels: A Meta-Analysis of UTAUT-based Empirical Evidence},
  author={S.A. Kamal, Syahrul Zuhara and Kamarulzaman, Yusniza},
  journal={Jurnal Pengurusan},
 

volume={74},
  number={},
  pages={—},
  year={2025},
  doi={https://doi.org/10.17576/pengurusan-2025-74-2},
  publisher={Penerbit UKM},
}

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74 (2025) –

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