Traveler Attitudes Toward Biometric Data-Enabled Hotel Services: Can Risk Education Play a Role?

IF 3.4 4区管理学 Q1 HOSPITALITY, LEISURE, SPORT & TOURISM

Cornell Hospitality Quarterly Pub Date : 2021-12-10 DOI:10.1177/19389655211063204

Xinran Y. Lehto, S. Park, Mohamed E. Mohamed, M. Lehto

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引用次数: 6

Abstract

This study compares attitudes toward the use of biometrics data-enabled services in hotels of prospective travelers before and after receiving information about the risks and benefits of disclosing biometric data and about how the disclosed data are being utilized. This was done based on a sample of 579 U.S. respondents, using a split-plot scenario-based experimental design. The results revealed that the respondents did not show enthusiastic support for biometrics-based hotel services. Most sampled respondents did not view such services as highly desirable or as having a positive influence on their sense of well-being. Significant demographic differences were observed between prospective travelers. Females and older respondents in particular provided significantly lower ratings of biometric-enabled services on both desirability and effects on well-being. Significant changes in respondents’ ratings were also observed when information was given about the risks and benefits of disclosing biometric data and how the disclosed data were being utilized. That is, respondents’ ratings were lower when information was given about the risks and for scenarios where the data were utilized in ways that increased risk. Overall, these results are consistent with rational choice theory and demonstrate a strong risk-education effect or information-nudge effect on consumer acceptance of commercial use in hotels of artificial intelligence technology. The study outcomes also provide insight for developing potential guardrails and parameters for designing intelligent hospitality services.

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旅客对基于生物特征数据的酒店服务的态度:风险教育能否发挥作用?

本研究比较了在收到有关披露生物特征数据的风险和收益以及披露的数据如何被利用的信息之前和之后，潜在旅行者对酒店使用生物特征数据支持服务的态度。这项研究基于579名美国受访者的样本，采用了基于场景的分图实验设计。调查结果显示，受访者对基于生物识别技术的酒店服务并没有表现出热情的支持。大多数抽样答复者并不认为这种服务是非常可取的，或对他们的幸福感产生积极影响。在潜在旅行者之间观察到显著的人口统计学差异。特别是女性和老年受访者对生物识别服务的可取性和对福祉的影响的评分明显较低。在提供有关披露生物特征数据的风险和益处以及如何利用披露的数据的信息时，还观察到受访者的评级发生了重大变化。也就是说，当提供有关风险的信息时，以及在以增加风险的方式使用数据的情况下，受访者的评分较低。总体而言，这些结果与理性选择理论一致，并表明消费者对人工智能技术在酒店商业用途的接受程度具有很强的风险教育效应或信息推动效应。研究结果还为开发潜在的护栏和设计智能酒店服务参数提供了见解。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Cornell Hospitality Quarterly Multiple-

CiteScore

8.50

自引率

2.90%

发文量

期刊介绍： Cornell Hospitality Quarterly (CQ) publishes research in all business disciplines that contribute to management practice in the hospitality and tourism industries. Like the hospitality industry itself, the editorial content of CQ is broad, including topics in strategic management, consumer behavior, marketing, financial management, real-estate, accounting, operations management, planning and design, human resources management, applied economics, information technology, international development, communications, travel and tourism, and more general management. The audience is academics, hospitality managers, developers, consultants, investors, and students.