Ramos, CeliaAshqar, Rashed2026-04-072026-04-072024-11-13979-8-4007-0729-2http://hdl.handle.net/10400.1/28605In a world where innovations are made daily, how people interact with and use technology is becoming increasingly important. It is relevant to investigate how new technologies are used and accepted in this environment. Acceptance assessment has been done in research on creating information systems, considering the UTAUT model and the data analysis technique PLS-SEM. Although this digital environment is pertinent to society in general, it is even more appropriate when interacting with tourists because it may give personalised goods and services. In order to assess acceptance in terms of guest insights proportioned by technologies to recommend personalised services and products by evaluating an application that recommends products and services personalised, considering guests’ intelligence, this article analyses the use and acceptance of a technological application whose characteristics meet the aforementioned.engPersonalizationTourismHospitalityInnovationInformation technologyUTAUT modelStructural equation modellingjournal article10.1145/3696593.3696634