From High-Touch to High-Tech: Innovation for Hotel Industry after COVID -19 Pandemic Era

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Chanin Phumbandit

Abstract

The global situation of the corona virus (COVID-19) pandemic has had a profound impact on the society and economy of people's daily lives, especially for travel. Health risk is the main concern when most tourists have visited destinations or hospitality properties. Hotels are no longer the vacation spots people feel comfortable anymore, so they should be focusing on adopting advanced technological innovations to transform their traditional “high-touch and low-tech” service experiences into “low-touch and high-tech” service experiences. These innovations create a new service experience and can create satisfaction for the tourists. Most past studies found that hotel innovations during the pandemic are related to health protection, especially advanced cleaning innovation and technology innovation for reducing guest interaction with employees. The objective in this article is to review the positive impacts of adopting the aforesaid innovations to help further drive the economy in hotel industry.

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