Classification and characterization of US consumers based on their perceptions of risk of tablet use in international hotels: A latent profile analysis
Journal of Hospitality and Tourism Technology
Article publication date: 10 July 2019
Issue publication date: 13 September 2019
Cyber-attacks on hotel information systems could threaten the privacy of consumers and the integrity of the data they exchange upon connecting their mobile devices to hotel networks. As the perceived cyber-security risk may be reflected heterogeneously within the US consumer population traveling internationally, the purpose of this study is to examine such heterogeneity to uncover classes of US consumers based on their perceptions of risk of using tablets for various tasks when staying in hotels abroad.
Using data collected from 1,016 US consumers who stayed in hotels abroad, this study used latent profile analysis (LPA) to classify the consumers based on their perceptions of risk associated with several tablet use behaviors in hotels.
The analysis uncovered four latent classes and produced a characterization of these classes according to several common behavioral (frequency of travel, the continent of the destination, duration of stay and purpose of travel) and demographic (gender, age, income and education) consumer characteristics.
Being the first study that classifies consumers based on the risk of using tablets in hotels while traveling internationally, this study brings the following contributions: offers a methodology of classifying (segmenting) consumer markets based on their cyber-security risk perceptions, uses LPA, which provides opportunities for an accurate and generalizable characterization of multivariate data that comprehensively illustrate consumer behavior and broadens the perspective offered by the current literature by focusing on consumers who travel from their US residence location to international destinations.
This research has been conducted with the support of Hospitality Financial & Technology Professionals (HFTP).
Morosan, C. and DeFranco, A. (2019), "Classification and characterization of US consumers based on their perceptions of risk of tablet use in international hotels: A latent profile analysis", Journal of Hospitality and Tourism Technology, Vol. 10 No. 3, pp. 233-254. https://doi.org/10.1108/JHTT-07-2018-0049
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