Enabling the Adoption of Innovative Mask in Hotels: Adapted Diffusion Model

This paper aims to investigate the general attributes as drivers to initiate intention of hotel managers to adopt an innovative product—copper-impregnated mask. An adapted prior diffusion of innovation model is employed to investigate the relevance of attributes. Methodologically, forty semi-structured interviews with hotel managers were conducted to solicit their views for the industry-specific attributes. Our study identifies 31 attributes as relevant criteria to diffuse the adoption of the innovated mask in upscale hotels. Hoteliers are capable of facilitating the formation of 17 attributes, and manufacturers have to continue to step up research and development in the rest of other 14 attributes. This study represents the first of its kind to explore the diffusion of innovation of masks which is envisaged to grow in market under new normal era. The study establishes the diffusion model of innovation specific to design and development of masks for upscale hotels.