“…The findings show that conjoining TAM and TPB with trust results in a robust model for predicting customers' intention to use smart technologies in the tourism and hospitality industry. Le et al (2024) use the voice of the customer strategic approach to collect user-generated content and compare customer expectations with reality, to make the necessary improvements for the business and create personalized strategies for each customer to ultimately maximize the revenue of hospitality business units. Methodologically, a combination of three models took place: the net promoter score (NPS), graph model and latent Dirichlet allocation (LDA).…”