Organisations are increasingly employing innovative Information Communications Technology (ICT) solutions to drive growth and create value. Yet the uptake of such tools does not seem to be as widespread in hospitality and tourism as might be expected. This appears to be particularly the case for independent restaurants. In a fiercely competitive operating landscape, it is vital to understand the reasons for low rates of innovation adoption. Through the conceptual lens of the Unified Theory of Acceptance and Use of Technology (UTAUT), this research asks if resistance to technological innovation is a problem, identifies the factors for this, and considers the differences between the Chinese and UK sectors. Initial findings suggest that while cost, language, a desire to retain human interaction in the service experience, and the physical constraints of small premises all contribute to a reluctance to adopt ICTs, managers do feel pressure to keep up with the rapidly evolving demands of increasingly “wired” societies. These findings highlight the need for further research in this area.

Key words: ICT, independent restaurants, UTAUT, resistance to change, service innovation.