Perceived advantages and disadvantages of information communication technology adoption among restaurants in an emerging economy: A diffusion of innovations view

Abstract

Drawing on the diffusion of innovations theory, this study focuses on two critical aspects of information communication technology (ICT) adoption in the restaurant industry, thus contributing empirically and conceptually to the hospitality literature. The perceived advantages and disadvantages of such adoption are examined through the views of restaurant operators in Vietnam, an emerging economy boasting a growing food and beverage industry. Using a questionnaire eliciting quantitative and qualitative data, 492 usable responses were gathered. Quantitatively, the analysis revealed the significance of intangible and tangible elements of ICT uptake, supporting the proposed hypotheses. Indeed, while advantages underscored marketing/promotion and sales, time and financial investments were key disadvantages. The qualitative analysis uncovered nine conceptual dimensions. Among others, the ‘inspirational ICT’ dimension positions technology as a resource booster, while the ‘human-technology boundaries’ dimension suggests challenges related to users’ perceptions, generational divide, and preferences. A resulting theoretical framework highlights practical and theoretical implications.