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The impact of consumers’ attitudes towards technology on the acceptance of hotel technology-based innovation

Vincent Ting Pong Cheng (Faculty of Hospitality and Tourism Management, Macau University of Science and Technology, Taipa, Macao)
Renyu Guo (Faculty of Hospitality and Tourism Management, Macau University of Science and Technology, Taipa, Macao)

Journal of Hospitality and Tourism Technology

ISSN: 1757-9880

Article publication date: 24 June 2021

Issue publication date: 1 December 2021

1177

Abstract

Purpose

Technology-based innovation (TBI) is a primary approach across the hospitality industry to improve customer experience. It is essential to know the critical factors that affect consumers’ acceptance of hotels’ TBI. The effect of consumers’ attitudes toward technology is hypothesized to affect the acceptance of TBI besides commonly used technology acceptance models.

Design/methodology/approach

A model of attitudes toward technology influence on TBI was constructed and tested by inviting participants to watch a video of a keyless check-in process of a leading hotel chain and then completed a questionnaire. The attitudes toward technology were measured using the technology adoption propensity (TAP) scale.

Findings

Attitudes toward technology strongly affect the hotel’s booking intention (BI) used as a proxy for consumers’ acceptance of hotels’ TBI. However, attitudes toward technology can only influence BI through the mediating variables of trust and curiosity.

Practical implications

The findings provide useful insights, encouraging hotels to positively enhance consumers’ attitudes toward technology when introducing TBI services.

Originality/value

Most research on the acceptance of e-commerce technology focuses on consumers’ resulting attitudes or emotions using the products or services. In contrast, this study investigates the effect of consumers’ attitudes toward technology on accepting hotels’ TBI service. The study demonstrated that attitudes toward technology substantially impact the acceptance of hotels’ TBI service. Furthermore, the study provides empirical support on the use of the TAP scale in complex TBI services.

研究目的

科技创新(TBI)在酒店业提高消费者体验的实践中属于首选方法。了解哪些影响消费者接受酒店TBI的因素至关重要。本论文假设, 除了常用的科技接受模型以外, 消费者对科技的态度会影响到TBI接受度。

研究设计/方法/途径

本论文开发了一个关于对科技的态度作用于TBI的模型, 并邀请受访者观看在一家行业尖端的连锁酒店中采用无钥匙登记流程的VCR, 然后完成调研问卷。本论文采用科技接纳量表TAP来衡量消费者对科技的态度。

研究结果

科技态度对酒店订房意图, 作为消费者接受酒店TBI接受度的代表, 有很大的影响。然而, 科技态度只通过信任和好奇感两个中介变量来实现订房意图。

研究实践启示

研究结果提供有用见解, 鼓励酒店通过介绍TBI服务积极增强消费者对科技的态度。

研究原创性/价值

大多数研究电子商务接受度的文章往往专注在消费者使用产品或服务的态度变化或者情感倾向。相反, 本论文研究消费者对科技的态度作用于消费者接受酒店TBI服务的态度。本论文证明了对科技的态度显著影响了酒店TBI服务接受度。此外, 本论文还提供实践证明采用TAP量表来研究TBI服务的文章。

Keywords

Citation

Cheng, V.T.P. and Guo, R. (2021), "The impact of consumers’ attitudes towards technology on the acceptance of hotel technology-based innovation", Journal of Hospitality and Tourism Technology, Vol. 12 No. 4, pp. 624-640. https://doi.org/10.1108/JHTT-06-2020-0145

Publisher

:

Emerald Publishing Limited

Copyright © 2021, Emerald Publishing Limited

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