Using interactive technologies to influence guests' unplanned dollar spending in hotels

While many interactive technologies have been deployed in recent years, their role in influencing consumers' unplanned spending in hotels remains unknown. Using data from a nationwide sample of 841 hotel guests, this study empirically validated a conceptual model that explains consumers' unplanned spending. Spending was found to be influenced by the degree of co-creation of value that consumers engage in, as well as the influence of marketing factors aimed at consumer spending via interactive technologies. Moreover, this study recognizes the influence of consumers' need for interaction as a significant factor in the model. This study offers theoretical insight and practical suggestions that (1) recognize the importance of consumers' co-creation of value using interactive technologies and especially, (2) offer insight into the way interactive technologies should be marketed by hotels.