Date of Conferral



Doctor of Business Administration (D.B.A.)


Business Administration


Gene Fusch


As consumers increase the use of smart technologies, the lack of or improper implementation of Internet of Things (IoT) systems may affect the profitability of hotel businesses. For this qualitative single case study, Porter’s value chain model was the conceptual framework. The data collection process also included direct observations, participant observations, company performance documents, and reflective journaling. Data analysis from multiple sources of data was triangulated to hoteliers revealing that the implementation of IoT systems strategies may increase profit through the use of IoT system technology. Using Yin’s 5-step process, data were coded and analyzed and produced 3 themes: offer end-to-end guest experiences through innovation, eliminate the need for transactional activity, and unlock free time for meaningful human-only work. As such, in terms of increasing profit and enhancing customer value proposition, a key recommendation is for hoteliers to align their IoT system strategy with the three identified themes from this study to increase profit. As a result of IoT system strategy success in hotels, findings may contribute to positive social change through the development of new hotels and job creation in new geographical areas, which will ultimately contribute to the socioeconomic growth of local communities.