利益导向还是信任导向?在COVID-19大流行期间和之后,调查客户对采用人工智能的酒店的看法

IF 3 Q2 HOSPITALITY, LEISURE, SPORT & TOURISM
K. Ghazi, H. Kattara, I. Salem, Mohammad Nabil Shaaban
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引用次数: 0

摘要

本研究展示并实证验证了技术接受和使用统一理论(UTAUT2)的扩展,并整合了人工智能(AI)和大流行威胁,以解释客户在COVID-19期间和之后对使用AI的酒店的效用主义-反对情绪行为意图。利用从416名客户收集的数据,研究结果证实,在新冠肺炎期间和之后,客户对人工智能的感知重要性对他们对采用这些技术的酒店的行为意图有直接的积极影响,与客户的信任相比,技术的感知利益在这种相关性中发挥着更重要的中介作用。这为危机期间客户的功利感知提供了证据,并为构成和触发酒店客户对人工智能的行为意图的动态提供了最新的见解。研究结果为酒店经营者提供了一个有效的理解和合理化,即如何利用人工智能来解决客户在COVID-19期间和之后以及类似危机中的关键问题和利益。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Benefit-triggered or trust-guided? Investigation of customers’ perceptions towards AI-adopting hotels amid and post COVID-19 pandemic
This research exhibits and empirically validates an expansion of the Unified Theory of Acceptance and Use of Technology (UTAUT2) and integrates artificial intelligence (AI) and pandemic threats to explain customers’ utilitarian-versus-emotional behavioral intentions towards AI-adopting hotels amid and post-COVID-19. Utilizing data gathered from 416 customers, the findings confirmed that customers’ perceived importance of AI amid and post-COVID-19 has a direct positive effect on their behavioral intentions towards hotels adopting those technologies, with perceived benefits of technology playing a more significant mediating role than customers’ trust intervening in that correlation. This provides evidence for the utilitarian perception of customers during crises and offers updated insights into the dynamics that constitute and trigger hotel customers’ behavioral intentions toward AI. The results provide hoteliers with a valid understanding and rationalization of how to utilize AI to address customers’ crucial concerns and interests amid and post-COVID-19 and in similar crises.
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来源期刊
Tourism and Hospitality Research
Tourism and Hospitality Research HOSPITALITY, LEISURE, SPORT & TOURISM-
CiteScore
7.40
自引率
8.60%
发文量
63
期刊介绍: Tourism and Hospitality Research is firmly established as a leading and authoritative, peer-reviewed journal for tourism and hospitality researchers and professionals. Tourism and Hospitality Research covers: • Hospitality and tourism operations • Marketing and consumer behaviour • HR management • Social Media and Marketing • Technology • Planning and development • Policy • Performance and financial management • Strategic implications • Environmental aspects • Forecasting and prediction • Revenue management • Impact assessment and mitigation • Globalisation • Research methodologies • Leisure and culture • Risk Management • Change Management
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