Strategic Readiness for AI and Smart Technology Adoption in Emerging Hospitality Markets: A Tri-Lens Assessment of Barriers, Benefits, and Segments in Albania

The adoption of artificial intelligence (AI) and smart technology holds transformative potential in the hospitality sector; however, in emerging markets, uptake remains limited due to structural, organizational, and perceptual barriers. This study evaluates the digital readiness of 1,820 licensed accommodation providers in Albania through a Tri-Lens theoretical framework that integrates the technology-organization-environment (TOE) model, the Technology Acceptance Model (TAM), and Diffusion of Innovations (DOI) theory. A structured, validated survey instrument was used to collect dichotomous and Likert-scale data, which were analyzed using descriptive statistics, exploratory factor analysis, cluster analysis, and structural equation modeling (SEM). The analysis identified two latent readiness constructs: Operational Automation and Environmental Control & Security, both of which are significantly constrained by financial limitations, infrastructural gaps, and insufficient staff preparedness. These readiness dimensions predict the expected benefits across five domains: customer experience, operational efficiency, data security, environmental sustainability, and strategic orientation. Cluster analysis revealed three adopter profiles: Tech Leaders, Budget-Cautious, and Skeptics, each exhibiting distinct patterns of readiness and support requirements. The findings underscore that strategic and organizational preparedness, rather than technological availability alone, determines the extent of inclusive digital transformation. Tailored interventions from policymakers, technology vendors, and educational institutions are essential for addressing these differentiated readiness profiles and fostering sustainable digital innovation in resource-constrained hospitality environments.