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1 – 10 of 233Wahyu Rafdinal, Nono Wibisono and Lina Setiawati
The massive adoption of virtual reality (VR) applications has started since the COVID-19 pandemic, and until now, VR applications are still being used. However, there is limited…
Abstract
Purpose
The massive adoption of virtual reality (VR) applications has started since the COVID-19 pandemic, and until now, VR applications are still being used. However, there is limited research that analyses the consumer's perspective on the adoption of VR applications. Thus, this study discovers the adoption of VR applications in the hospitality sector by integrating the value-based adoption model (VAM) and VR quality.
Design/methodology/approach
The data were gathered through a survey of 500 respondents and evaluated through the structural equation model-partial least squares (SEM-PLS).
Findings
Employing SEM-PLS and importance-performance map analysis (IPMA), the findings revealed that VR quality and perceived value are essential determinants in the adoption of VR applications in the hospitality industry.
Practical implications
Practically, this study encourages the hospitality industry to create and develop high-quality VR application technology to benefit visitors. Through this study, hospitality marketing managers, governments and others concerned with the hospitality industry’s future development can create effective ways to increase the adoption of VR applications in this industry.
Originality/value
This study offers novel perspectives into the theory and application of VR quality and VAM in the adoption of VR applications in the hospitality industry.
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Jungsun (Sunny) Kim, Mehmet Erdem and Boran Kim
The purpose of this study is to explore whether five factors drawn from the unified theory of acceptance and use of technology (UTAUT) and UTAUT2 significantly influence…
Abstract
Purpose
The purpose of this study is to explore whether five factors drawn from the unified theory of acceptance and use of technology (UTAUT) and UTAUT2 significantly influence customers' intention to use hotel in-room voice assistants (VAs). It further examined culture as a moderator of the relationships between the five factors and customers' intention to use.
Design/methodology/approach
The authors collected data from US and Singapore to examine cultural differences in customer acceptance of in-room VAs. All hypotheses were tested via structural equation modeling and multi-group analysis.
Findings
The results showed that performance expectancy, social influence and hedonic motivation significantly affected customers' intentions to use in-room VAs, while effort expectancy and facilitating conditions did not. The results confirmed that culture did not play a substantial role in moderating the relationships between these factors and intentions to use.
Research limitations/implications
This study established that the instrument and structural paths in the research model were equivalent across two samples from different countries. The findings may not generalize to other countries as the data arises from customers in the US and Singapore.
Practical implications
The findings provide important implications for hotel operators and vendors seeking to enhance customer acceptance of in-room voice technology.
Originality/value
This study addresses the gaps of extant research by developing and testing a research model to better understand the influential factors of in-room VA adoption within the hotel domain.
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Paula Rodrigues, Ana Sousa and Ana Pinto Borges
The aim of this study is to evaluate the implicit and explicit attitudes of Generation Z (Gen Z) individuals toward the experience of visiting and getting to know traditional or…
Abstract
Purpose
The aim of this study is to evaluate the implicit and explicit attitudes of Generation Z (Gen Z) individuals toward the experience of visiting and getting to know traditional or virtual museums.
Design/methodology/approach
Two studies were conducted. The first study assesses the implicit attitudes of Gen Z individuals through Implicit Association Tests (IAT) toward the experience of visiting traditional versus virtual museums. Considering the results of the study one, the second study proposes and validates a conceptual model through PLS-SEM approach about the explicit attitudes of this generation toward virtual museums.
Findings
In the first study, it was found that virtual museums are more successful at engaging and immersing participants than traditional museums for Gen Z. The second study emphasized the significance of meeting Gen Z expectations and ensuring effortless access to information in virtual experiences as this can lead to increased satisfaction and inspiration among this generation.
Originality/value
The originality of this study lies in its focus on Gen Z's attitudes toward virtual museums and the use of both implicit and explicit attitude measures to gain a comprehensive understanding of these attitudes. An interesting aspect emerges from the implicit attitudes displayed by Gen Z, indicating their preference for virtual museums as more captivating compared to traditional ones.
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Amjad Imam Ansari and Amrik Singh
The aim of the study is to explore the adoptions of augmented reality and virtual reality used by hotels in terms of increasing room sales and reaching out to potential clients…
Abstract
Purpose
The aim of the study is to explore the adoptions of augmented reality and virtual reality used by hotels in terms of increasing room sales and reaching out to potential clients. Mobile technology is an exceedingly important tool for hotels to provide booking-related information and also creates a great opportunity for innovative services and experiences for customers.
Design/Methodology/Approach
Based on extensive literature, study examines how the augmented reality (AR) and virtual reality (VR) are important in the selling of hotel rooms and providing an innovative experience to guests while selecting and booking of hotel rooms.
Findings
The contribution of augmented reality (AR) and virtual reality (VR) is to discuss the increasingly significant role in the selling of hotel rooms. This chapter deals with the mobile technology to provide an opportunity and a platform to hotel management as well as guests.
Originality/Value
In order to fully comprehend the level to which hotel guests accept the use of these technologies for hotel selection, this study focuses on mobile technologies, such as smartphone applications. Since mobile technology has space for growth and will fundamentally alter the way that hotels are now managed.
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Ülker Çolakoğlu, Esra Anış, Özlem Esen and Can Serkan Tuncay
This study explores tourists' virtual reality experiences during the transition to the Metaverse.
Abstract
Purpose
This study explores tourists' virtual reality experiences during the transition to the Metaverse.
Design/methodology/approach
Qualitative approach was employed to capture tourists' virtual reality experiences and knowledge of the Metaverse at two five-star hotels in Kusadasi (Republic of Turkey). The data were collected from Kusadasi using a purposive sampling technique. The research design focused on data collection with the structured interview technique. The interview form consisted of 7 questions in total, and a voice recorder was used to record the answers of the participants. After the first 4 questions were asked, the participants were presented a virtual reality experience with the virtual reality (VR) glasses. The interview was held face-to-face with thirty-five participants consisting of domestic and foreign tourists in two five-star hotels in the summer season of 2022. The collected data were analyzed with the content analysis technique and themes were created.
Findings
This study's findings enhance the conceptual capital in this emerging field and provide insights into many of the participants who have and have never experienced virtual reality applications and who are familiar and unfamiliar with the Metaverse as a concept.
Research limitations/implications
This study generates empirical data that informs contemporary debates about virtual reality and the Metaverse.
Practical implications
The findings show that most participants have never experienced a virtual reality application. Hotels and travel agencies should be aware of this new futuristic technology before the Metaverse transition. Metaverse is for generation Y and Z instead of Baby Boomers and generation X.
Originality/value
This study is unique in terms of depth and fills the gap as it provides useful insights regarding the evaluation of tourists' virtual reality experiences in the transition process to the Metaverse.
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Huiying (Cynthia) Hou, Joseph H.K. Lai and Hao Wu
Green building education, an important aspect of sustainability in higher education, has rapidly expanded across the world. Yet, a bespoke pedagogical model integrating the…
Abstract
Purpose
Green building education, an important aspect of sustainability in higher education, has rapidly expanded across the world. Yet, a bespoke pedagogical model integrating the essential elements of green building knowledge into a university course is lacking. To plug this deficiency, this study aims to develop an innovative pedagogical model that incorporates four types of teaching activities, namely, lecture, virtual reality (VR)-aided site visit, physical site visit and practicum-based project.
Design/methodology/approach
Based on an extensive review of the relevant literature and course materials, a pedagogical model was constructed for application to the teaching and learning activities of a university’s hospitality and real-estate programme. Using a case study approach involving in-depth interviews with green building professionals and a workshop coupled with an online survey on building professionals, the model’s transformative effectiveness was evaluated.
Findings
The study finds that the pedagogical model was able to effectively equip students with the essential green building knowledge pertinent to the different stages of a building life cycle. Concerns about wider applications of the model, including barriers to implementation in other academic programmes and resources for updating the VR platform, were identified.
Originality/value
The VR-aided and project-based pedagogy model is novel and effective in delivering green building education. Future work, particularly expanding the VR platform to cover more green building cases, thereby allowing multiple case studies to be conducted, is recommended for illustrating further contributions and implications of the model.
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Jinkyung Jenny Kim, Jungsun (Sunny) Kim, Kyu-Hyeon Joo and Jinsoo Hwang
The purpose of this study is to investigate the key predictors and outcomes of task–technology fit (TTF) of facial recognition payment systems with the moderating role of cultural…
Abstract
Purpose
The purpose of this study is to investigate the key predictors and outcomes of task–technology fit (TTF) of facial recognition payment systems with the moderating role of cultural differences in the restaurant industry.
Design/methodology/approach
The survey responses were collected from 336 South Korean and 336 US restaurant customers.
Findings
The results revealed that function significantly affected TTF in both groups. Unique to the Korean sample, emotion was found to be a significant determinant of TTF, whereas convenience and social influence were key predictors of TTF only for the US sample. TTF had significant and positive effects on the three dimensions of behavioral intentions in both groups. The result of multi-group analysis showed that cultural differences moderated the effect of convenience on TTF and the effect of emotion on TTF.
Originality/value
The authors provided recommendations for restaurant operators and technology companies seeking to improve customer TTF and acceptance of facial recognition payment systems for the first time.
研究目的
本研究旨在调查面部识别支付系统任务技术匹配(TTF)的关键前置因素和影响, 以文化差异为调节变量, 研究其在餐饮行业的应用。
研究方法
我们收集了来自336名韩国和336名美国餐厅顾客的调查回答。
研究发现
结果显示, 在两组中, 功能显著影响TTF。对于韩国样本来说, 情感被发现是TTF的重要决定因素, 而对于美国样本来说, 方便性和社会影响是TTF的关键预测因素。在两组中, TTF对行为意向的三个维度均产生了显著且积极的影响。多组分析结果显示, 文化差异在方便性对TTF的影响以及情感对TTF的影响中起到了调节作用。
研究创新
我们首次为寻求改善顾客TTF和接受面部识别支付系统的餐厅经营者和技术公司提供了建议。
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María A. Bretos, Sergio Ibáñez-Sánchez and Carlos Orús
The purpose of this paper is to investigate how previous literature has analyzed the role of augmented reality and virtual reality in the field of tourism, distinguishing between…
Abstract
Purpose
The purpose of this paper is to investigate how previous literature has analyzed the role of augmented reality and virtual reality in the field of tourism, distinguishing between studies focused on one technology or the other as both have characteristics that profoundly differentiate them.
Design/methodology/approach
This study carries out a critical review to assess and synthesize the literature on augmented reality and virtual reality in tourism. Literature searches are conducted using various keywords, resulting in a selection of 84 articles (19 on augmented reality and 65 on virtual reality) from 39 indexed journals.
Findings
The research findings demonstrate an increasing scholarly focus on exploring the application of virtual reality and augmented reality within the realm of tourism. These results highlight a noticeable progression in recent years with respect to different matters, such as methodologies, used theories or considered variables, among others. Based on these results, it is proposed a future research agenda that seeks to establish a cohesive framework and drive the development of both augmented reality and virtual reality research in tourism.
Originality/value
By conducting an individual and comparative review of the literature on the application of augmented reality and virtual reality in tourism, this research helps elucidate the specific lines of research for each technology while providing a better understanding of how each technology can be used to generate effective tourist experiences.
Propósito
El objetivo de este artículo es investigar cómo la literatura previa ha analizado el papel de la realidad aumentada y la realidad virtual en el ámbito del turismo, distinguiendo entre estudios centrados en una u otra tecnología ya que ambas tienen características que las diferencian profundamente.
Diseño/Metodología/Enfoque
Este estudio realiza una revisión crítica para evaluar y sintetizar la literatura sobre realidad aumentada y realidad virtual en turismo. Se realizan búsquedas de literatura utilizando diversas palabras clave, que dan como resultado la selección de 84 artículos (19 sobre realidad aumentada y 65 sobre realidad virtual) procedentes de 39 revistas indexadas.
Conclusiones
Los resultados de la investigación demuestran que existe un interés creciente en explorar la aplicación de la realidad virtual y la realidad aumentada en el ámbito del turismo. Asimismo, se pone de manifiesto una notable progresión en los últimos años con respecto a diferentes cuestiones, como las metodologías aplicadas, las teorías empleadas o las variables consideradas, entre otras. A partir de estos resultados, se propone una agenda de investigación futura que pretende establecer un marco cohesionado e impulsar el desarrollo de la investigación en el ámbito tanto de la realidad aumentada como de la realidad virtual en turismo.
Originalidad
Al realizar una revisión individual y comparativa de la literatura sobre la aplicación de la realidad aumentada y la realidad virtual en el turismo, esta investigación ayuda a esclarecer las líneas de investigación específicas de cada tecnología a la vez que proporciona una mejor comprensión de cómo cada tecnología puede ser utilizada para generar experiencias turísticas efectivas.
目的
本文旨在研究以往的文献是如何分析增强现实和虚拟现实在旅游领域的作用的, 并对侧重于其中一种技术或另一种技术的研究加以区分, 因为这两种技术都有深刻区别于其他技术的特点。
设计/方法/途径
本研究通过批判性综述来评估和归纳有关旅游业中增强现实和虚拟现实技术的文献。通过使用各种关键词进行文献检索, 从 39 种索引期刊中筛选出 84 篇文章(19 篇关于增强现实技术, 65 篇关于虚拟现实技术)。
研究结果
研究结果表明, 学术界越来越重视探索虚拟现实和增强现实在旅游业中的应用。这些结果突显了近年来在方法论、采用的理论或考虑的变量等不同方面的明显进步。在这些成果的基础上, 提出了未来的研究议程, 旨在建立一个具有凝聚力的框架, 推动旅游业中增强现实和虚拟现实研究的发展。
独创性
本研究通过对增强现实和虚拟现实技术在旅游业中应用的文献进行单独和比较审查, 有助于阐明每种技术的具体研究方向, 同时让人们更好地了解如何使用每种技术来产生有效的旅游体验。
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This study attempts to identify and explicate the unique segmentation of the increasingly growing virtual reality (VR) user market based on the user experience. Consequently, it…
Abstract
This study attempts to identify and explicate the unique segmentation of the increasingly growing virtual reality (VR) user market based on the user experience. Consequently, it collects five hundred forty-five online survey questionnaires through the Prolific platform and deploys cluster analysis to identify mutually exclusive groups of VR users. The research variable, user experience, contains 16 indicators explained by four dimensions. As a result, this study is able to unveil three mutually exclusive markets which are labeled as (1) beginner, (2) aficionado, and (3) utilitarian. The unique features of these three groups are further compared based on their VR tour behaviors. In the conclusion section, it offers managerial implications for devising novel marketing strategies.
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Ozgur Ozdemir, Tarik Dogru, Murat Kizildag and Ezgi Erkmen
This study aims to critically review the emerging technological developments and digitalization efforts in the hospitality and tourism (HT) industry and discuss the implications…
Abstract
Purpose
This study aims to critically review the emerging technological developments and digitalization efforts in the hospitality and tourism (HT) industry and discuss the implications of digitalization on various stakeholders (e.g. consumers, employees, companies and operators) with reference to value creation.
Design/methodology/approach
This paper is a conceptual, critical reflection paper. Thus, the study reflects the authors’ assessment and reflection of the current digitalization efforts in the HT industry with a particular interest in value creation.
Findings
The study suggests that digitalization is still in its infancy state in terms of adoption and value creation in the HT industry. Yet, there are various opportunities for all stakeholders to benefit from existing and emerging digitalization applications.
Practical implications
This study can be used by industry professionals and scholarly researchers as a reflection of past and current digitalization efforts in the HT industry. Moreover, the study offers directions regarding the future digitalization movement in the HT industry and how such a movement might create important value propositions for various stakeholders.
Originality/value
The study is uniquely positioned as a critical reflection paper on the digitalization effort of the HT industry and offers new practical insights regarding how digitalization could create value for industry stakeholders as it finds more application areas. In this regard, it differs from prior review studies that focused solely on the use of new and emerging technologies in HT operations.
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