Univrsity Of Tehran Press Journal of Information Technology Management 2980-7972 16 3 2024 08 01 Developing an Innovative Technology Model for Hotel Reception Desks in Iran 150 172 98566 10.22059/jitm.2024.380494.3772 EN Saeid Nourian Ph.D. candidate in Business Administration, Business Policy, Kish International Campus, University of Tehran, Kish Island, Iran. Amir Manian Prof., Department of IT management, Faculty of Industrial Management and Technology, College of Management, University of Tehran, Tehran, Iran. Abbas Nargesian Associate Prof., Department of Leadership and human capital, Faculty of governmental management and Organizational science, University of Tehran, Tehran, Iran. 0000-0003-0598-5630 Journal Article 2024 08 06 In an era where customer expectations are rapidly evolving, enhancing the efficiency of hotel reception services in Iran is crucial for the growth of the hospitality sector. Recent research highlights the importance of digital transformation in improving service delivery and operational efficiency in the hospitality industry. These studies indicate that technological advancements can significantly streamline operational processes, improve customer satisfaction, and foster a competitive advantage in the hospitality industry. This research presents a technological innovation model aimed at modernizing reception desk services, addressing the pressing need for improvement in this area. Using an interpretive paradigm and an inductive approach, we conducted a qualitative study that incorporated a systematic review. Subsequently, the structures and components were extracted from the studies through qualitative coding. Our findings, derived from a review of 54 studies, revealed 295 open codes distilled into 15 constructs and four main components. This study highlights the significant impact of technological innovation on reception services, emphasizing the roles of ease of use and perceived usefulness in the technology adoption process. These insights provide essential guidelines for advancing reception desk technologies within the Iranian hotel industry, ultimately contributing to enhanced service quality. https://jitm.ut.ac.ir/article_98566_9f77fc0c76bdcb49454bd8d00d1c6a4e.pdf