서비스연구 (Journal of Service Research and Studies)

  • 제13권4호
  • /
  • Pages.142-159
  • /
  • 2023
  • /
  • 2234-2850(pISSN)
  • /
  • 2466-1813(eISSN)
서비스사이언스학회 (The Society of service Science)
권호 표지
DOI QR코드

DOI QR Code

스마트호텔 고객의 기술 어메니티 수용에 관한 연구

Investigating the Smart Hotel Customers' Technology Amenities Adoption Behaviour

  • 김택연 (경희대학교 관광대학원) ;
  • 정남호 (경희대학교 스마트관광원)
  • Kim, Tack Yeon (Graduate School of Tourism, Kyung Hee University) ;
  • Chung, Namho (Smart Tourism Education Platform, Kyung Hee University)
  • 투고 : 2023.12.04
  • 심사 : 2023.12.21
  • 발행 : 2023.12.31
PDF 다운로드
⟨ 이전 논문 다음 논문 ⟩

초록

4차 산업혁명의 핵심 기술들이 럭셔리호텔에 도입되면서 호텔 이용자에게 새로운 제품과 서비스를 제공하고 새로운 경험을 할 수 있는 문화적, 체험적 공간으로 도약하고 있다. 따라서, 이 연구는 스마트기술이 도입된 럭셔리호텔, 즉 스마트호텔을 중심으로 기술 어메니티 서비스를 사용한 경험에 대한 호텔 이용자의 인식이 호텔의 신뢰와 만족도에 미치는 영향을 조사하여 향후 지속적 경쟁우위와 개선점을 끌어낼 수 있는 스마트호텔의 본질적인 요인들을 파악하였다. 또한, 고객 만족도를 극대화함으로써 해당 스마트호텔을 재방문할 수 있는 효과적인 호텔 마케팅 전략과 방안을 모색하는데 연구 목적을 두었다. 연구가설 검증을 위해 최근 2년 이내 스마트호텔에서 기술 어메니티를 이용한 경험이 있는 호텔 이용자를 대상으로 설문조사를 실시하였다. 연구 결과 의인화와 기술 어메니티 사용의도, 그리고 지각된 성능기대치와 스마트호텔 만족도 간의 관계를 제외한 모든 가설이 채택됨을 확인하였다. 이러한 연구 결과를 토대로 이 논문에서는 이론적 시사점과 실무적 시사점을 제시하였다. 스마트호텔은 다양한 스마트기술을 도입하며 빠르게 변모하고 있다. 따라서 지속적인 경쟁우위를 확보하고, 차별화된 호텔경영과 마케팅 전략을 수립하는데 있어 의미 있는 자료가 될 것이다.

As the core technologies of the 4th Industrial Revolution are introduced into luxury hotels, they are taking off as cultural and experiential spaces that provide new products and services to hotel users and new experiences. Therefore, this study investigated the effect of hotel users' perception of the experience of using technological amenity services on their trust and satisfaction, focusing on luxury hotels as smart hotel to identify the essential factors of smart hotels that can lead to continuous competitive advantage and improvements in the future. In addition, the study aimed to find an effective hotel marketing strategy and plan to satisfaction the smart hotel by maximizing customer satisfaction. To verify the research hypothesis, a survey was conducted targeting hotel users with experience using technological amenities in smart hotels within the last two years. As a result of the study, it was confirmed that all hypotheses were adopted except for the relationship between personification, intention to use technical amenities, and perceived performance expectations and satisfaction with smart hotels. Based on these research results, this paper presents theoretical and practical implications. Smart hotels are rapidly changing by introducing various smart technologies. Therefore, it will be meaningful data for securing a sustainable competitive advantage and establishing differentiated hotel management and marketing strategies.

키워드

과제정보

이 논문은 2023년 대한민국 교육부와 한국연구재단의 지원을 받아 수행된 연구임 (NRF-2023S1A5C2A03095253)

참고문헌

  1. Ali, F., Ryu, K., and Hussain. K.(2016). Influence of Experiences on Memories, Satisfaction and Behavioral Intentions: A Study of Creative Tourism. Journal of Travel & Tourism Marketing 33(1), 85-100.  https://doi.org/10.1080/10548408.2015.1038418
  2. Bagozzi, R.P. and Yi, Y.(1988). On the evaluation of structural equation models. Journal of the Academy of Marketing Science, 16(1), 74-94.  https://doi.org/10.1007/BF02723327
  3. Basyuk, D., Myts, I., and Kohan, O.(2014). The introduction of the intellectual property concept in the hotel industry of Ukraine. http://dspace.nuft.edu.ua/jspui/bitstream/123456789/13896/3/The%20introduction%20of%20the%20intellectual%20property%20concept%20in%20the%20hotel%20industry%20of%20Ukraine.pdf 
  4. Beldona, S. and Cobanoglu, C.(2007). Importance-performance analysis of guest technologies in the lodging industry. Cornell Hosp, 48(3), 299-312.  https://doi.org/10.1177/0010880407304023
  5. Bilgihan, A., Smith, S., Ricci, P., and Bujisic, M. (2016). Hotel guest preferences of in-room technology amenities. J. Hosp. Tour. Technol, 7(2), 118-134.  https://doi.org/10.1108/JHTT-02-2016-0008
  6. Burton-Jones, A. and Straub, D.W.(2006). Reconceptualizing system usage: An approach and empirical test. Information Systems Research, 17(3), 228-246.  https://doi.org/10.1287/isre.1060.0096
  7. Altunel, M. and Erkut, B.(2015). Cultural Tourism in Istanbul: The Mediation Effect of Tourist Experience and Satisfaction on the Relationship between Involvement and Recommendation Intention. Journal of Destination Marketing & Management, 4(4), 213-221.  https://doi.org/10.1016/j.jdmm.2015.06.003
  8. Chen, R.J.(2015). From sustainability to customer loyalty: a case of full-service hotels' guests. J. Retail. Consum. Serv., 22, 261-265.  https://doi.org/10.1016/j.jretconser.2014.08.007
  9. Chi, O.H., Gursoy, D., and Chi, C.G.(2022). Tourists' Attitudes toward the Use of Artificially Intelligent (AI) Devices in Tourism Service Delivery: Moderating Role of Service Value Seeking. Journal of Travel Research, 61(1), 170-185.  https://doi.org/10.1177/0047287520971054
  10. Chua, B., Lee, S., and Han, H.(2017). Consequences of cruise line involvement: A comparison of first-time and repeat passengers. International Journal of Contemporary Hospitality Management, 29(6), 1658-1683.  https://doi.org/10.1108/IJCHM-09-2015-0452
  11. Davis, F.D.(1989). Perceived usefulness, easy of use, and the user acceptance of information technology. MIS Quarterly, 13(3), 319-340.  https://doi.org/10.2307/249008
  12. Dijkstra, T.K. and Henseler, J.(2015). Consistent Partial least squares path modeling. MIS Quarterly, 39(2), 297-316.  https://doi.org/10.25300/MISQ/2015/39.2.02
  13. Domanski, D.(2020). The concept of a smart hotel and its impact on guests' satisfaction, privacy and the perception of the service quality. https://www.diva-portal.org/smash/get/diva2:1466862/FULLTEXT02 
  14. Fornell, C. and Larcker, D.F.(1981). Evaluating structural equation models with unobservable and measurement error. Journal of marketing research, 18(1), 39-50.  https://doi.org/10.1177/002224378101800104
  15. Garbarino, E. and Johnson, M.S.(1999). The different role of satisfaction, trust, and commitment in customer relationships. Journal of Marketing, 63(2), 70-87.  https://doi.org/10.1177/002224299906300205
  16. Glion(2018). The digital human touch: how technology is bringing greater personalization to luxury hotels. https://www.glion.edu/magazine/digital-human-touch-technology-bringing-greater-personalization-luxury-hotels/ 
  17. Grzeskowiak, S. and Sirgy, M.J.(2007). Consumer well-being (CWB): The effects of self-image congruence, brand-community belongingness, brand loyalty, and consumption recency. Applied research in Quality of Life, 2(4), 289-304.  https://doi.org/10.1007/s11482-008-9043-9
  18. Gursoy, D., Chi, O. H., Lu, L., and Nunkoo, R. (2019). Consumers Acceptance of Artificially Intelligent (AI) Device Use in Service Delivery. International Journal of Information Management, 49, 157-69.  https://doi.org/10.1016/j.ijinfomgt.2019.03.008
  19. Hair, J.F., Ringle, C.M., and Sarstedt, M.(2011). PLS-SEM: Indeed a silver bullet. Journal of Marketing Theory and Practice, 19(2), 139-152.  https://doi.org/10.2753/MTP1069-6679190202
  20. Han, H. and Hyun, S.S.(2017). Impact of hotel-restaurant image and quality of physical environment, service and food on satisfaction and intention. International Journal of Hospitality Management, 63, 82-92.  https://doi.org/10.1016/j.ijhm.2017.03.006
  21. Jaremen, D., Jedrasiak, M., and Rapacz, A.(2016). The concept of smart hotels as an innovation on the hopitality industry market-case study of Puro Hotel in Wroclaw. Econ. Probl. Tour, 36(4), 65-75. 
  22. Kao, Y.F., Huang, L.S., and Wu, C.H.(2008). Effects of theatrical elements on experiential quality and loyalty intentions for theme parks. Asia Pacific Journal of Tourism Research, 13(2), 163-174.  https://doi.org/10.1080/10941660802048480
  23. Kaushik, A.K., Agrawal, A.K. and Rahman, Z.(2015), Tourist behaviour towards self-service hotel technology adoption: Trust and subjective norm as key antecedents, Tourism Management Perspectives, 16, 278-289.  https://doi.org/10.1016/j.tmp.2015.09.002
  24. Kim, J.(2018). The Impact of Memorable Tourism Experiences on Loyalty Behaviors: The Mediating Effects of Destination Image and Satisfaction. Journal of Travel Research, 57(7), 856-870.  https://doi.org/10.1177/0047287517721369
  25. Lai, W.C. and Hung, W.H.(2017). Constructing the smart hotel architecture-A case study in Taiwan. In The 17th International Conference on Electronic Business, 4-8. 
  26. Lai, W.C. and Hung, W.H.(2018). A framework of cloud and AI-based intelligent hotel, in: Proceedings of the 18th International Conference on Electronic Business, ICEB, Guilin, China, December 2-6, 36-43. 
  27. Lambert, N.M., Gwinn, A.M., Baumeister, R.F., Strachman, A., Washburn, I.J., Gable, S.L., and Fincham, F.D.(2013). A boost of positive affect: The perks of sharing positive experiences. Journal of Social and Personal Relationships, 30(1), 24-43.  https://doi.org/10.1177/0265407512449400
  28. Lu, L., Cai, R., and Gursoy, D.(2019). Developing and Validating a Service Robot Integration Willingness Scale. International Journal of Hospitality Management, 80, 36-51.  https://doi.org/10.1016/j.ijhm.2019.01.005
  29. Li, D., Browne, G.J., and Chau, P.Y.(2006). An empirical investigation of web site use Using a commitment-based model. Decision Sciences, 37(3), 427-444.  https://doi.org/10.1111/j.1540-5414.2006.00133.x
  30. Markovic, S., Raspor, S., and Segaric, K.(2010). Customer Satisfaction and Customer Loyalty Measurement in Hetel Settings: An Empirical Analysis. Faculty of Tourism and Hospitality Management in Opatija. Biennial International Congress. Tourism & Hospitality Industry, 125-137. 
  31. Mano, H. and Oliver, R.L.(1993). Assessing the dimensionality and structure of the consumption experience: Evaluation, feeling, and satisfaction. Journal of Consumer Research, 20(3), 451-466.  https://doi.org/10.1086/209361
  32. Mesch, G. and Manor, O.(1998). Social ties, environment perception and local attachment. Environment and Behavior, 30(4), 504-519.  https://doi.org/10.1177/001391659803000405
  33. Morgan, R.M. and Hunt, S.D.(1994). The commitment-trust theory of relationship marketing. Journal of Marketing, 58(3), 20-38.  https://doi.org/10.1177/002224299405800302
  34. Nysveen, H., Pedersen, P.E., and Thorbjornsen, H.(2005). Intentions to use mobile services: Antecedents and cross-service comparisons. Journal of the academy of marketing science, 33(3), 330-346.  https://doi.org/10.1177/0092070305276149
  35. Oliver, R,L(1980), A cognitive model of the antecedents and consequences of satisfaction decisions, Journal of marketing research, 17(4), 460-469.  https://doi.org/10.1177/002224378001700405
  36. Paulssen, M. and Fournier, S.(2007). Attachment security and the strength of commercial relationships: A longitudinal study. Humboldt-Univ., Wirtschaftswiss. Fak. 
  37. Prayag, G., Hosany, S., Muskat, B., and Del Chiappa, G.(2017). Understanding the relationships between tourists' emotional experiences, perceived overall image, satisfaction, and intention to recommend. Journal of travel research, 56(1), 41-54.  https://doi.org/10.1177/0047287515620567
  38. Prentice, C., Dominique Lopes, S., and Wang, X. (2020). Emotional intelligence or artificial intelligence-an employee perspective. Journal of Hospitality Marketing & Management, 29(4), 377-403.  https://doi.org/10.1080/19368623.2019.1647124
  39. Scannell, L. and Gifford, R.(2010). The relations between natural and civic place attachment and pro-environmental behavior. Journal of Environmental Psychology, 30(3), 289-297.  https://doi.org/10.1016/j.jenvp.2010.01.010
  40. Selnes, F.(1998). Antecedents and consequences of trust and satisfaction in buyer-seller relationships. European Journal of Marketing, 32(3/4), 305-322.  https://doi.org/10.1108/03090569810204580
  41. Shpetim, C.(2012). Exploring the relationships among service quality, satisfaction, trust and store loyalty among retail customers. Journal of Competitiveness, 4(4), 16-35.  https://doi.org/10.7441/joc.2012.04.02
  42. Suhartanto, D.(2016). Tourist Satisfaction with Souvenir Shopping: Evidence from Indonesian Domestic Tourists. Current Issues in Tourism, 1-17. 
  43. Sun, S., Lee, P. C., Law, R., and Zhong, L.(2020), The impact of cultural values on the acceptance of hotel technology adoption from the perspective of hotel employees, Journal of Hospitality and Tourism Management, 44, 61-69.  https://doi.org/10.1016/j.jhtm.2020.04.012
  44. Vallen, G.K. and Vallen, J.J.(2009). Check-in check-out: Managing hotel operations. Upper Saddle River, NJ: Prentice Hall. 
  45. Venkatesh, V. and Bala, H.(2008). Technology Acceptance Model 3 and a Research Agenda on Interventions. Decision Sciences, 39(2), 273. 
  46. Venkatesh, V., Morris, M. G., Davis, G.B., and Davis, F.D.(2003). User cceptance of Information Technology: Toward a Unified View. Management Information Systems Research Center, University of Minnesota, 27(3), 425-478. 
  47. Wu, H. and Cheng, C.(2018). Relationships between technology attachment, experiential relationship quality, experiential risk and experiential sharing intentions in a smart hotel. Journal of Hospitality and Tourism Management, 37, 42-58.  https://doi.org/10.1016/j.jhtm.2018.09.003
  48. Xu, X.(2018). Research on the Construction and Development of Smart Hotel from the Perspective of Serving Customers. Paper presented at the 2018 2nd International Conference on Education Science and Economic Management (ICESEM 2018). 
  49. Yang, H., Song, H., Cheung, C., and Guan, J.(2021). How to enhance hotel guests' acceptance and experience of smart hotel technology: An examination of visiting intentions. International Journal of Hospitality Management, 97, 1-12.  https://doi.org/10.1016/j.ijhm.2021.103000
  50. Yang, H., Song, H., Cheung, C., and Guan, J.(2023) Are Prior Smart Hotel Visiting Experience and Personal Innovativeness Critical to Future Visit Intention?, Journal of China Tourism Research, 19(2), 266-289.  https://doi.org/10.1080/19388160.2022.2064381
  51. Yu, C.E.(2019). Humanlike Robots as Employees in the Hotel Industry: Thematic Content Analysis of Online Reviews. Journal of Hospitality Marketing & Management, 29(1), 22-38. 
  52. Zhang, P. and Li, N.L.(2005). The Intellectual Development of Human-Computer Interaction Research: A Critical Assessment of the MIS Literature (1990-2002). Journal of the Association for Information Systems, 6(11), 227-292. https://doi.org/10.17705/1jais.00070