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Ho Keun Choo, Yunjeong (Clara) Choo and Hyun Min Kang
– The purpose of this paper is to investigate what factors have a significant effect on equestrians’ participation in equestrian tourism.
The purpose of this paper is to investigate what factors have a significant effect on equestrians’ participation in equestrian tourism.
The methodology was quantitative research data analysis. Survey questionnaires (perceived risk, involvement, and intention to (re)visit questions) were developed based on pertinent previous studies. A main study was conducted in West Texas in the USA with college students.
This study found that the perceived risk factors significantly affected involvement factors and, in turn, affected intention to (re)visit in equestrian tourism.
Although equestrian tourism has many positive effects on tourists such as health benefits as well as local economies, equestrian tourism in the USA is considered one of the least favorite leisure sports compared to other sports activities. Consequentially, there are few studies related to equestrian tourists, this paper adds to a currently niche area of study.
Jungsun (Sunny) Kim, Natasa Christodoulidou and Yunjeong (Clara) Choo
This study aims to explore: the impact of customers' previous experience on their likelihood of using kiosks at quick service restaurants (QSRs); a mediating role of…
This study aims to explore: the impact of customers' previous experience on their likelihood of using kiosks at quick service restaurants (QSRs); a mediating role of customer readiness (i.e. role clarity, ability, extrinsic motivation, intrinsic motivation) between customers' previous experience and their likelihood of using kiosks; and a moderating effect of gender in the relationships among customers' previous experience, readiness, and likelihood of using kiosks.
A total of 614 complete responses were obtained through an online survey. Structural equation modeling was developed and tested.
The results demonstrated that extrinsic motivation in using SSTs directly influenced the likelihood of using kiosks, and previous experience with SSTs indirectly influenced the likelihood of using kiosks through customer readiness in both male and female groups. This study also revealed that both male and female respondents who perceived their roles in using SST more clearly were more likely to use kiosks at QSRs. However, their perceived ability and levels of intrinsic motivations did not significantly influence the likelihood of using kiosks in both groups. Overall, gender did not play a significant moderating role in the relationships among experience, readiness, and likelihood of using kiosks at QSR.
Since very few studies have investigated the kiosks adoption at QSR settings, the findings and suggestions from this study will provide practical insight for QSR operators. Future research could attempt to draw a comprehensive kiosk acceptance model by incorporating the current study's framework with other demographic variables or other antecedent variables.