How Tourists Perceive the Usefulness of Technology Adoption in Hotels: Interaction Effect of Past Experience and Education Level

ABSTRACT

This study examines the interaction effect of past experience and education level on the perceived usefulness of hotel technology. This study also investigates the influence of the perceived usefulness of hotel technologies, such as artificial intelligence, robotics, and service automation, on the behavioral intention of customers through their past experience. A total of 301 international tourists participated in this study. Results show that the past experiences and education level of tourists exhibit an interaction effect on the perceived usefulness of hotel technologies in terms of understanding and answering questions, providing accurate information, and communicating through various languages. The perception of technology adoption tends to show the commonality for the inexperienced tourists regardless of education level. However, such a perception fluctuates among experienced tourists with increased educational level, particularly among the graduate group. In addition, the effect of the perceived usefulness of hotel technologies on behavioral intention is stronger for experienced hotel customers than for inexperienced ones. Academic and managerial implications are also discussed for future research development.

摘要

本研究考察了游客的过往经验和受教育程度对其在酒店技术有用性感知上的相互作用效果。在考虑游客过往经验前提下, 这项研究还探讨了酒店技术 (如人工智能, 机器人技术和服务自动化等) 有用性的感知对游客行为意图的影响。共有301名国际游客参与了这项研究。结果表明, 游客过往经验和受教育程度在其对酒店技术有用性感知上 (包括对顾客问题的理解和回答, 提供准确的信息, 以及通过多种语言进行交流等方面) 产生了交互作用效果。在不同的受教育程度下, 无过往经验的游客对酒店技术有用性感知区别不大。但是, 对于有过往经验的酒店客户来说, 受教育程度则会影响他们对酒店技术有用性的感知, 拥有本科或以上学历的客户对酒店技术有用性的感知明显较高。此外, 对于有过往经验的酒店客户而言, 酒店技术有用性感知对其行为意图的影响要强于对没有经验的客户的影响。最后, 本文还讨论了此项研究在学术和管理方面的意义, 供将来相关研究发展之用

KEYWORDS:

• Hotel technology
• perceived usefulness
• behavioral intention
• past experience
• education level

关键词:

• 酒店技术
• 有用性感知
• 行为意图
• 过往经验
• 受教育程度

Disclosure statement

No potential conflict of interest was reported by the authors.

Additional information

Notes on contributors

Pimtong Tavitiyaman

Pimtong Tavitiyaman is a senior lecturer in School of Professional Education and Executive Development at The Hong Kong Polytechnic University, Hong Kong SAR, China. Her research interests are hospitality management, destination image, and smart destination (E-mail: [email protected]).

Xinyan Zhang

Xinyan Zhang is a lecturer in School of Professional Education and Executive Development at The Hong Kong Polytechnic University, Hong Kong SAR, China. Her research interests are tourism supply chain, information and communication technology, supply chain collaboration, and tourism demand forecasting (E-mail: [email protected]).

Wing Yin Tsang

Wing Yin Tsang is a graduate in School of Professional Education and Executive Development at The Hong Kong Polytechnic University, Hong Kong SAR, China (E-mail: [email protected]).