Dr Andrea Caputo and Dr Giacomo Marzi are delighted to announce the recent publication of their paper in the Journal of Business Research (ABS 3^, Impact Factor 4.87).

The paper entitled: ‘The complexity of decision-making processes and IoT adoption in accommodation SMEs’ is the result of a fruitful international research collaboration, based in Greece with Dr Nikolaos Pappas (Sunderland University), Dr Massimiliano Pellegrini (University of Rome Tor Vergata), and Dr Eleni Michopoulou (University of Derby) as contributors/co-authors.

Abstract: The current competitive scenario is fast-moving toward an integration of sophisticated technological innovations, i.e. smart solutions for hospitality, in particular the accommodation industry. Internet of Things (IoT) technologies are able to connect and let communicate different devices to craft a personalised customer experience. Given the undeniable impact for the hospitality sector, the decisions about adopting smart solutions are not always linear: benefits and limitations co-exist and need to be weighed against each other. By adopting fsQCA, this paper compares several decision-making factors that may influence the willingness to adopt IoT, surveying owners/managers in the Greek accommodation industry. Results show four types of decision-making: (i) rational, a weighted evaluation of risks and opportunities; (ii) enthusiast, mostly highlighting benefits to gain a competitive advantage; (iii) cautious, emphasizing risks and barriers to innovate; and (iv) futurist, a consideration of future technological necessities related to the increasing digitalisation.

Andrea summarises some of the possible practical benefits of the paper/findings for SME managers: “They should consider IoT as a viable source of competitive advantage that could act at two different levels. The first level is the front-office or customers’ point of view, by offering extra-sensory and hyper-personalised experiences that could attract particular categories of tourist.

“The second level, the operational side, IoT adoption could help reducing inefficiencies in routine operations thanks to a constant monitoring of appliances and resource usages. This contributes to the reduction of waste and increases the overall sustainability footprint of the business.”