The role of internet of things in shaping hotel booking intentions: A mixed-method investigation of customer perceptions and preferences

Abstract

Although the Internet of Things (IoT) has gained increasing attention in tourism and hospitality, research on customer preferences and behaviors on IoT's categorization is limited. To address this gap, this study examines hotel customers' perceptions and booking intentions regarding distinct types of IoT applications. It integrates intimacy theory and the technology acceptance model (TAM) to achieve an in-depth investigation, while also considering the important moderating effects of social phobia. Based on a sequential design, this study used a customized mixed-method approach involving video-elicitation focus group interviews with 28 interviewees and two scenario-based experiments with 920 participants. The analysis of interviews highlighted two nuanced forms of IoT-driven service encounters among various IoT applications, such as self-service and employee assistance. Accordingly, experimental studies were designed and further verified that employee assistance positively impacted customers' booking intentions. Moreover, psychological intimacy and perceived usefulness were identified as parallel mediators explaining the mechanism behind the main effect. The positive influence of employee assistance on booking intentions was negligible for customers with high social phobia. This research demonstrates an early attempt to explore how customers' classifications and preferences for various IoT application types influence their subsequent hotel booking intentions. The findings offer practical guidance for tourism and hospitality practitioners by underscoring the need for tailor-made operational strategies and marketing campaigns aimed at diverse IoT promotions.