Tourist behaviour towards self-service hotel technology adoption: Trust and subjective norm as key antecedents

•Extend basic TAM for predicting tourist's adoption of SSTs in an offline hospitality context•All variables (PU, PEOU, and PR) other than need for interaction (NI) emerge significant.•Examine the impact of trust and subjective norm on tourist's adoption behaviour towards SSTs

The hospitality industry is expanding with an ever evolving technology adoption process and novel possibilities of adoption of new technologies are constantly being explored. Over the years, several research perspectives have offered different adoption models for the implementation of such technologies. The current study extends the utility of technology acceptance model (TAM) through analysis of additional antecedent beliefs in order to predict tourists' attitude towards self-service technologies (SSTs) in the offline hospitality context. The paper further examines the impact of trust and subjective norm on consumers' (1) attitude and (2) behavioural intention towards adopting self-service hotel technologies (SSHTs). Results indicate that trust has a more significant impact on tourists' attitude, though both trust and subjective norm considerably affect tourists' behavioural intention towards adopting new technologies. Conclusion includes managerial and theoretical contributions of the study, its limitations and future research directions.