Using social distancing technology in hotels: a social exchange perspective

Abstract

Purpose

As social distancing procedures can be facilitated by various hotel technologies, the purpose of this paper is to investigate the extent to which consumers develop perceptions of value regarding the use of certain hotel technologies for social distancing in hotels.

Design/methodology/approach

Drawing from the social exchange theory, this study conceptualized the benefits of using technologies for social distancing, health risks, social rewards and privacy concerns as antecedents of value of using technologies for social distancing in hotels. The structural model was validated by using data from more than 1,000 nationwide US consumers.

Findings

Benefits and consumers’ privacy concerns of using technologies for social distancing in hotels were the strongest predictors of value. Social rewards also had a significant but relatively lower effect on value. Health risks was found to have no influence on value.

Originality/value

The study is the first to examine the role of technologies in mitigating the effects of coronavirus. Thus, it extends the information technology and hospitality literature by examining the role of these technologies in safeguarding individual and public health.

Citation

Morosan, C. and DeFranco, A. (2021), "Using social distancing technology in hotels: a social exchange perspective", International Journal of Contemporary Hospitality Management, Vol. 33 No. 10, pp. 3177-3198. https://doi.org/10.1108/IJCHM-12-2020-1403