RAISA adoption and organizational performance in Egypt’s travel and hospitality sector: an integrated TOE–BOE perspective

Abstract

Abstract This study examines the adoption decision of RAISA technologies (Robotics, Artificial Intelligence, and Smart Automation) and their influence on firm performance within Egypt’s travel and hospitality sector. Guided by the Technology–Organization–Environment and Benefits–Organizational Readiness–External Pressure frameworks, the research identifies key determinants of RAISA adoption, and examines the moderating roles of organizational readiness and management support. A quantitative survey design was employed, analyzing responses from 450 senior managers and decision-makers in hotels and travel agencies. Key adoption drivers include data security, compatibility, external pressures, individual fit and perceived benefits. The findings emphasize the need for organizations to prioritize secure integration, workforce alignment, and strategic readiness to smooth adoption and enhance firm-level outcomes, such as cost reduction, increased profitability, and market share growth. This study contributes to the literature by integrating technological, environmental, and human centric perspectives, offering empirical insights on how RAISA adoption decisions impact firm performance in emerging markets.