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An empirical investigation of tourist’s choice of service delivery options: SSTs vs service employees

Arun Kumar Kaushik (Department of Management Studies, Indian Institute of Technology Roorkee, Roorkee, India and Department of Marketing, FLAME University, Pune, India)
Zillur Rahman (Department of Management Studies, Indian Institute of Technology Roorkee, Roorkee, India)

International Journal of Contemporary Hospitality Management

ISSN: 0959-6119

Article publication date: 10 July 2017

Abstract

Purpose

This paper aims to offer and examine a conceptual model of tourist innovativeness toward self-service technologies (SSTs) to confirm whether tourists prefer service delivery by SSTs over employees in an offline hospitality environment.

Design/methodology/approach

Tourists’ perceived usefulness (PU) of SSTs and need for interaction (NI) with service employees have been taken as crucial mediating variables to examine the effects of perceived ease of use and technology readiness index personality dimensions toward SST and employee-based service adoption.

Findings

Findings reveal that both “NI” and “PU” play significant roles in Technology Readiness and Acceptance Model (TRAM) when tourists select one of two service delivery options – SSTs and service employees.

Research limitations/implications

The foremost limitation of the study is its dependence on domestic tourist samples. However, such samples were chosen because tourists comprising these samples tend to use similar service delivery options more, in turn increasing their use of SSTs available in sample hotels.

Practical implications

The study gives a deeper understanding of TRAM with an extremely crucial mediating variable (NI) in an offline service context. It also provides useful insights to service providers and policy makers for developing new strategies and policies to enhance user experience.

Social implications

This study recommends the usage of numerous SSTs by tourists.

Originality/value

During extensive literature review carried out in this research, no study was found that proposed such an effective framework in an offline service context.

Keywords

Acknowledgements

Authors would like to give their sincere regards to all the hotel owners and managers apart from public transport service providers for lending their unconditional support in data collection. They are also thankful to all their respondents who have participated in their survey.

Citation

Kaushik, A.K. and Rahman, Z. (2017), "An empirical investigation of tourist’s choice of service delivery options: SSTs vs service employees", International Journal of Contemporary Hospitality Management, Vol. 29 No. 7, pp. 1892-1913. https://doi.org/10.1108/IJCHM-08-2015-0438

Publisher

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Emerald Publishing Limited

Copyright © 2017, Emerald Publishing Limited