Business Technology Strategies for Decision Making and Competitive Advantage in the Hospitality Industry

In an increasingly competitive and dynamic hospitality industry, the effective use of business technology strategies (BTS) is critical for informed decision-making and achieving a sustainable competitive advantage. This research examines the relationship between BTS adoption, decision-making quality, and competitive advantage in the hospitality sector. Using Partial Least Squares Structural Equation Modeling (PLS-SEM) to analyze responses from 300 hospitality businesses in Thailand, the study finds that the strategic implementation of technology significantly enhances decision-making and improves organizational performance. The findings offer practical and theoretical implications for hoteliers seeking to modernize their operations and remain agile in a changing market landscape.