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An empirical investigation of tourist’s choice of service delivery options

An empirical investigation of tourist’s choice of service delivery options PurposeThis paper aims to offer and examine a conceptual model of tourist innovativeness toward self-service technologies (SSTs) to confirm whether tourists prefer service delivery by SSTs over employees in an offline hospitality environment.Design/methodology/approachTourists’ perceived usefulness (PU) of SSTs and need for interaction (NI) with service employees have been taken as crucial mediating variables to examine the effects of perceived ease of use and technology readiness index personality dimensions toward SST and employee-based service adoption.FindingsFindings reveal that both “NI” and “PU” play significant roles in Technology Readiness and Acceptance Model (TRAM) when tourists select one of two service delivery options – SSTs and service employees.Research limitations/implicationsThe foremost limitation of the study is its dependence on domestic tourist samples. However, such samples were chosen because tourists comprising these samples tend to use similar service delivery options more, in turn increasing their use of SSTs available in sample hotels.Practical implicationsThe study gives a deeper understanding of TRAM with an extremely crucial mediating variable (NI) in an offline service context. It also provides useful insights to service providers and policy makers for developing new strategies and policies to enhance user experience.Social implicationsThis study recommends the usage of numerous SSTs by tourists.Originality/valueDuring extensive literature review carried out in this research, no study was found that proposed such an effective framework in an offline service context. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Contemporary Hospitality Management Emerald Publishing

An empirical investigation of tourist’s choice of service delivery options

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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
0959-6119
DOI
10.1108/IJCHM-08-2015-0438
Publisher site
See Article on Publisher Site

Abstract

PurposeThis paper aims to offer and examine a conceptual model of tourist innovativeness toward self-service technologies (SSTs) to confirm whether tourists prefer service delivery by SSTs over employees in an offline hospitality environment.Design/methodology/approachTourists’ perceived usefulness (PU) of SSTs and need for interaction (NI) with service employees have been taken as crucial mediating variables to examine the effects of perceived ease of use and technology readiness index personality dimensions toward SST and employee-based service adoption.FindingsFindings reveal that both “NI” and “PU” play significant roles in Technology Readiness and Acceptance Model (TRAM) when tourists select one of two service delivery options – SSTs and service employees.Research limitations/implicationsThe foremost limitation of the study is its dependence on domestic tourist samples. However, such samples were chosen because tourists comprising these samples tend to use similar service delivery options more, in turn increasing their use of SSTs available in sample hotels.Practical implicationsThe study gives a deeper understanding of TRAM with an extremely crucial mediating variable (NI) in an offline service context. It also provides useful insights to service providers and policy makers for developing new strategies and policies to enhance user experience.Social implicationsThis study recommends the usage of numerous SSTs by tourists.Originality/valueDuring extensive literature review carried out in this research, no study was found that proposed such an effective framework in an offline service context.

Journal

International Journal of Contemporary Hospitality ManagementEmerald Publishing

Published: Jul 10, 2017

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