Pearl Brewer

Impact of Individual Differences and Consumers’ Readiness on Likelihood of Using Self-Service Technologies at Hospitality Settings

As more hospitality companies use self-service technologies (SSTs), the industry is going through an evolutionary adoption process. Many hotels, resorts, and casinos have installed self-service check-in/check-out kiosks and have recently added new SSTs, such as self-service ordering devices at pool lounge chairs. To successfully implement and use SSTs, it is important for the hospitality operators to understand the factors that determine both willingness and resistance of the customers on using the SSTs. Thus, the purpose of this study is to explore factors that affect customers’ willingness to embrace the usage of SSTs. Having a comprehensive understanding of customers behavior related to their demographic factors and readiness will promote successful implementation of new SSTs as well as effective modifications of existing SSTs. Structural equation modeling was conducted to test hypotheses with a sample of 614 consumers. The results indicate that consumers’ extrinsic motivation had the most significant impact on their likelihood of using new SSTs (e.g., kiosks and touch screen tables for ordering food or other services at hotels, casinos, and restaurants or pools), followed by intrinsic motivation and role clarity. Younger customers and those who do not believe having interactions with employees at hospitality settings is important were also more likely to use these SSTs.

Merging task‐technology fit and technology acceptance models to assess guest empowerment technology usage in hotels

Purpose – The purpose of this paper is to examine the factors that affect the usage of guest empowerment technologies (GET) with a specific focus on in‐room entertainment technologies.Design/methodology/approach – This study used structural equation modeling to evaluate the application of task‐technology fit (TTF) and technology acceptance models (TAMs) in reference to entertainment GETs.Findings – This paper confirmed that the most popular forms of entertainment GET were in‐room movies and on‐demand services. Most importantly, the analysis of the data revealed that a users individual experiential characteristics have a significant negative relationship with fit of GET while the technology and task characteristics have a significant positive relationship with fit of GET.Research limitations/implications – This paper makes a contribution to the current body of literature as it is among the first to utilize a hybrid TTF/TAM in the hotel self‐service environment. As such, it can be utilized by future resear...

An examination of the transactional relationship between online travel agencies, travel meta sites, and suppliers

Purpose – The purpose of this paper was to explore the ways travel intermediaries (online travel agencies (OTAs) and travel meta sites) used throughout the distribution value chain engaged in relationships with travel suppliers.Design/methodology/approach – The multiple‐case study approach is suitable in examining contemporary events in their natural context. A commonly reported strength of the case study approach in that a variety of evidence can be used to investigate the subject matter. The data evidence gathered for this paper came from field study interviews and document analysis.Findings – The results show that the relationship structure has an impact on the type of contractual agreement OTAs and meta sites have with travel suppliers and with each other.Practical implications – These results can be used by top‐level executives involved in online travel as they research and test how to best craft their relationship and formal or informal agreements with their suppliers, affiliates, and other entities...

Hotel Customer Perceptions of Biometric Door Locks: Convenience and Security Factors

ABSTRACT A biometric indicator is any human physiological feature (e.g. fingerprint) or behavioral feature (e.g. voice) that can be measured and used for the purpose of automated identification (Nanavati, Thieme, & Nanavati, 2002). This technology has been used in many settings because of its advantages in providing enhanced convenience and security to users. The purpose of this study is to examine one form of biometric technology, a fingerprint door lock, and to provide an empirical study of potential advocates and opponents of this application. Using the modified TAM framework, 310 participants were sampled via an in-room TV survey system from an upscale hotel in Las Vegas. Findings suggest that while convenience, physical security and data security are key determinants for an advocacy group, personal concerns (overall image of technology) weigh more for opponents. The results will help operators understand customer perceptions and opinions of biometrics in a manner that can inform key decisions on the potential implementation of these technologies.

Consumer E-Loyalty to Online Travel Intermediaries

The Internet has been increasingly viewed by consumers as the preferred channel to search and purchase travel products. The purpose of this study was to identify and examine the antecedents of consumer loyalty toward online travel intermediaries. An integrative model of consumer e‐loyalty was developed, positing that perceived value, perceived quality, and consumer attitudes toward e‐shopping had significant and positive effects on attitudinal e‐loyalty which, in turn, influences behavioral e‐loyalty. The findings suggested that perceived quality had the strongest effect on consumer attitudinal e‐loyalty. This study provided insights for online travel intermediaries in identifying important e‐loyalty drivers, understanding consumer needs, and improving online performance.

Travel meta-search: opportunity or threat?

In the world of travel distribution, the Internet serves as a disruptive technology. It gives rise to new tools and methods to transact business and provides consumers with greater access to information and better means to comparison shop. One such set of tools gaining in popularity is travel (meta) search engines, which simultaneously search multiple travel-related websites for travel accommodations, availability, and pricing information and then link consumers with travel suppliers or online travel agencies (OTAs) to finalize the booking process. These tools hold great potential to further alter the distribution landscape and shift the balance of power in the relationship between buyers and travel suppliers. Using institutional theory and coercive isomorphism as the theoretical underpinnings, this multiple case study explores the impact of travel meta-search engines and the potential strategic threats they introduce. It attempts to understand the phenomenon of travel search engines looking from the perspectives of online travel agencies.