A behavioral study of food delivery service by drones: Insights from urban and rural consumers

IF 9.9 1区管理学 Q1 HOSPITALITY, LEISURE, SPORT & TOURISM

International Journal of Hospitality Management Pub Date : 2025-01-21 DOI:10.1016/j.ijhm.2025.104098

Francisco Liébana-Cabanillas , María Eugenia Rodríguez-López , Ghazanfar Ali Abbasi , Elena Higueras-Castillo

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引用次数: 0

Abstract

This study aims to analyze the current state and scope of drone food delivery services, exploring the factors that influence the intention to use and how these vary between urban and rural consumers. By utilizing the Goal-Directed Behavior Model and Social Cognitive Theory, the adoption of this emerging technology in different geographical contexts is examined, thereby providing a detailed understanding of its practical and theoretical implications. To meet the objectives, a company specializing in market analysis was contracted. A total of 302 valid responses were collected. The results confirm the importance of knowledge, intrinsic motivation, and Attitude as antecedents of intention, but discarding willingness to pay more. In addition, the existing differences between users living in rural and urban areas were verified, highlighting the greater importance that users in rural areas confer to the relationships proposed in the general model. The results obtained in the present study serve to expand and improve scientific literature on the analysis of the antecedents of the adoption of food delivery service by drone and the definition of strategies by stakeholders.

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来源期刊

International Journal of Hospitality Management HOSPITALITY, LEISURE, SPORT & TOURISM-

CiteScore

21.20

自引率

9.40%

发文量

218

审稿时长

85 days

期刊介绍： The International Journal of Hospitality Management serves as a platform for discussing significant trends and advancements in various disciplines related to the hospitality industry. The publication covers a wide range of topics, including human resources management, consumer behavior and marketing, business forecasting and applied economics, operational management, strategic management, financial management, planning and design, information technology and e-commerce, training and development, technological developments, and national and international legislation. In addition to covering these topics, the journal features research papers, state-of-the-art reviews, and analyses of business practices within the hospitality industry. It aims to provide readers with valuable insights and knowledge in order to advance research and improve practices in the field. The journal is also indexed and abstracted in various databases, including the Journal of Travel Research, PIRA, Academic Journal Guide, Documentation Touristique, Leisure, Recreation and Tourism Abstracts, Lodging and Restaurant Index, Scopus, CIRET, and the Social Sciences Citation Index. This ensures that the journal's content is widely accessible and discoverable by researchers and practitioners in the hospitality field.