Starred Hotels Organizational Change: Facing the Transformation of Hospitality Industry

Muhtasom, Ali and Ab, Ahmad and Rahman, Kurnia Yusniar Starred Hotels Organizational Change: Facing the Transformation of Hospitality Industry. In: Proceedings of the Brawijaya International Conference on Multidisciplinary Sciences and Technology (BICMST 2020). Atlantis Press.

Text Ahmad Ab. Prosiding Internasional Universitas Brawijaya Tahun 2020.pdf Download (876kB)

Abstract

The digital era has encouraged the hospitality industry to adopt the technological development to increase services to guests. This study examines the readiness index to change by hotel employees in facing the transformation of the hotel industry. This paper aims to analyze factors that contribute to the readiness index to change by employees of starred hotels. Data collected from surveys to hotel employees (287 respondents) in Makassar and Parepare city. This paper uses the Technology Readiness Index to analyze data from the survey. The study reveals that the readiness index to change by the hotel employees is at 3.36; the level is medium. Significant contributing factors should be maintained, whereas low contributing factors should be improved. This paper provides insight into the importance of the readiness index to change by the hotel employees. The study also indicates that contributing factors are essential information for hotels in establishing technology transformation in services. Appropriateness, change efficacy, management support, and personal valence can be used to measure readiness of employees to face transformation in the hotel or hospitality industry.

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