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http://dx.doi.org/10.52255/smarttourism.2022.2.4.2

The Effect of CAPTCHA Exposure on Traveler's Online Behaviors  

Jungkeun, Kim (Department of Marketing, Auckland University of Technology)
Suh-Young Irene, Park (Department of Marketing, Auckland University of Technology)
Jihoon, Jhang (Department of Marketing and Management, University of Central Arkansas)
Publication Information
Journal of Smart Tourism / v.2, no.4, 2022 , pp. 5-10 More about this Journal
Abstract
CAPTCHA (Completely Automated Public Turing test to tell Computers and Humans Apart) is everywhere. This research explores whether and how travelers' upfront exposure to a CAPTCHA influences their subsequent behaviors. In the travel decision-making context, we investigated the relationship between CAPTCHA and travelers' hotel preferences and intent to use cryptocurrency during the trip. In two experimental studies, we found that travelers exposed to a CAPTCHA (vs. not) preferred a robot-staffed to a human-staffed hotel (Study 1) and a pro-environmental to a quality hotel (Study 2). Exposure to a CAPTCHA also influences travelers' intent to use cryptocurrency during travel (Study 2). Preference for a pro-environmental hotel does not depend on the formats of CAPTCHA ("I am not a robot" or "I am human") while intent to use cryptocurrency is higher when travelers were exposed to the "I am not a robot" than "I am human" CAPTCHA. The results of two exploratory studies suggest several potential mechanisms by which CAPTCHAs affect travelers' behaviors and call for more research on this topic.
Keywords
CAPTCHA; robot detection; robot-staffed hotel; pro-environmental hotel; cryptocurrency; priming effect;
Citations & Related Records
Times Cited By KSCI : 2  (Citation Analysis)
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