Identifying and Analyzing the Barriers to Hotel Smartification in Iran Using Fuzzy Cognitive Mapping (FCM)

The integration of smart technologies into hotel operations has increasingly become a strategic imperative for enhancing service quality and strengthening competitiveness in Iran’s hospitality industry. Despite the considerable benefits associated with these technologies, their implementation is accompanied by a range of challenges and barriers whose identification and analysis are essential for the success of digital transformation projects. Accordingly, the present study aimed to identify and analyze the barriers and risks associated with smart hotelization in Iran, thereby facilitating more effective planning by hotel managers and policymakers. Methodologically, this research employed a descriptive-survey design within a mixed-methods qualitative-quantitative framework. In the qualitative phase, 13 key barriers were identified through a review of the literature and subsequently finalized through expert validation. In the quantitative phase, data were collected from 16 university professors and doctoral students and analyzed using fuzzy cognitive mapping, FCMapper, and UCINET6 software. The findings revealed that 'system downtime', with the highest centrality score of 4.54, constitutes the most critical inhibiting barrier to smart hotelization in Iran. It was followed by 'cybersecurity threats' with a score of 4.34 and 'maintenance and repair' with a score of 3.72, which were identified as the most important operational barriers. Furthermore, the scenario analysis indicated that focusing solely on technical efficiency, without simultaneous attention to cybersecurity and maintenance and repair programs, leads to system instability. In contrast, strengthening these two components plays an important role in reducing negative effects and enhancing the resilience of smart hotel infrastructure.