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Abstract

Industry 4.0 technologies, such as Robotics, Artificial Intelligence, and Service Automation (RAISA), can support sustainable operations in hotels and thereby promote circular hospitality. However, their adoption by hotels may be impeded by a significant number of barriers. This mixed-methods study explores the key barriers to the adoption of RAISA technologies by Irish hotels. The data were gathered between May 2024 and May 2025 via an online survey and through 16 semi-structured interviews with hotel managers and operational staff. The quantitative data were analysed using descriptive statistics, while the qualitative data were analysed using the six steps of reflexive thematic analysis. The study concludes that while Irish hotels recognise the potential of Industry 4.0 technologies to promote sustainability, widespread adoption is constrained by factors such as high costs, skill shortages, and cultural factors. The study makes evidence-based recommendations for all the important stakeholders, such as hotel managers, employees and policy makers, so that a collaborative ecosystem may be created to facilitate the adoption of RAISA by the hotels for sustainable operations.

Creative Commons License

Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License
This work is licensed under a Creative Commons Attribution-NonCommercial-Share Alike 4.0 International License.

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