The Myth of Contactless Hospitality Service: Customers’ Willingness to Pay

IF 4.4 3区管理学 Q1 HOSPITALITY, LEISURE, SPORT & TOURISM

Journal of Hospitality & Tourism Research Pub Date : 2022-03-04 DOI:10.1177/10963480221081781

Fei Hao, R. T. Qiu, Jinah Park, K. Chon

引用次数: 8

Abstract

Contactless hospitality services are an expensive endeavor with an uncertain return on investment. This study explores these services from the perspective of hotel guests’ willingness to pay (WTP). To this end, 10 discrete choice experiments were conducted on 1,939 Chinese hotel guests to test a hybrid choice model. The findings indicate that hotel guests’ WTP is influenced by hotel attributes, hotel scale, customer demographics, travel-related variables, technology readiness, and health concerns. Generally, there is significant heterogeneity in the WTP for different contactless amenities, such as for contactless room entrance, contactless payment system, contactless elevator service, robotic services, a smart room, and contactless front desk services. This study contributes to the knowledge on technology implementation in the hospitality industry and the WTP for hotel amenities. Furthermore, it guides hotel practitioners to invest smartly and rationally in contactless services.

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非接触式招待服务的神话:顾客的支付意愿

非接触式招待服务是一项昂贵的努力，投资回报不确定。本研究从酒店客人的支付意愿(WTP)的角度来探讨这些服务。为此，我们对1939名中国酒店客人进行了10次离散选择实验，以检验混合选择模型。研究结果表明，酒店客人的WTP受到酒店属性、酒店规模、顾客人口统计、旅游相关变量、技术准备程度和健康问题的影响。一般来说，对于不同的非接触式设施，如非接触式房间入口、非接触式支付系统、非接触式电梯服务、机器人服务、智能房间和非接触式前台服务，WTP存在显著的异质性。这项研究有助于了解酒店业的技术实施和酒店设施的WTP。进而指导酒店从业者在非接触式服务上进行明智、合理的投资。

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

Journal of Hospitality & Tourism Research HOSPITALITY, LEISURE, SPORT & TOURISM-

CiteScore

10.10

自引率

9.50%

发文量

期刊介绍： The Journal of Hospitality & Tourism Research (JHTR) is an international scholarly research journal that publishes high-quality, refereed articles that advance the knowledge base of the hospitality and tourism field. JHTR focuses on original research, both conceptual and empirical, that clearly contributes to the theoretical development of our field. The word contribution is key. Simple applications of theories from other disciplines to a hospitality or tourism context are not encouraged unless the authors clearly state why this context significantly advances theory or knowledge. JHTR encourages research based on a variety of methods, qualitative and quantitative.