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The present paper has as its main goal to analyze, through a multiple case study, the impact caused by the adoption of new technologies in tourism businesses, which increasingly incorporate technology to their activities. For this, we conducted semi-structured interviews with managers of four bars and restaurants of Aracaju’s seafront (Sergipe/Brazil), supported by a survey that assessed how the adoption of electronic controls by these companies affects both their customers' perceptions regarding the quality of their services, as well as their employees' perception about the technology as a working tool. In this sense, this research is based on the theory of diffusion of innovations proposed by Rogers (1995), which points out five attributes perceived in innovation that influence the individual decision to either adopt or reject an innovation. As the results and implications of the study we can highlight the attempt of bridging dichotomous concepts in innovation, emphasizing the role of technology in the service sector, and providing a reflection on the convergence between the human and technological aspects that transform concepts and ideas deeply rooted in innovation studies and tourism, and also the discussion about the extent to which there is a need for such sector to increase the presence of technology in their activities, given the different perceptions of the involved parts about the role of the technological innovation in tourism

Adoção de inovações em serviços turísticos: Um estudo de múltiplos casos em bares e restaurantes da orla de Aracaju (SE, Brasil)