Digital Technology Adoption in Horeca SMEs A Managerial Perspective

This study examines the perceptions of managers in small and medium-sized enterprises (SMEs) operating in the HoReCa sector in Romania regarding the adoption of digital technologies and their impact on competitiveness and organisational processes. The research adopts an exploratory qualitative approach, based on semi-structured interviews conducted with managers of units of various types (hotels, restaurants, caf s, guesthouses), size, and geographical location (urban and rural). The reflexive thematic analysis led to the identification of four main analytical themes: digitalisation as a strategic necessity, the benefits of digitalisation, the barriers to digitalisation and the impact on performance. The findings indicate that digitalisation contributes to increased operational efficiency, improved customer relationships and professionalisation of decision-making processes, while being constrained by costs, a lack of digital skills, and structural vulnerabilities specific to the HoReCa sector. The study introduces the concept of dissonant tempo (the divergence between the planned pace of digitalisation and the reactive pace of the HoReCa sector) as an explanatory factor of the underutilisation of adopted technological solutions. The research provides relevant contributions to extend the TOE (Technology-Organisation-Environment) framework and dynamic capabilities theory, with practical implications for public policies and managerial strategies in emerging economies.