A qualitative approach to automated motels: a rising issue in South Korea

Abstract

Purpose Apart from a few negative social effects of automated motels, this study aims to represent the first attempt to examine why consumers visit automated motels in Korea and how they feel about them using a qualitative research method. Design/methodology/approach To secure the validity of the data, a triangulation method which applied three data collection methods was used. Semi-structured interviews, focus group interviews, participatory online observation and template analysis, as data collection methods and an analysis technique were conducted. Findings Findings indicate that the main purposes of visiting these motels are for affairs and other sexual experiences, while there are also other major objectives such as individual privacy and business trips. Key determinants found in the analyses are anonymity, the room rate and more thematic factors. Research limitations/implications Given the rising issue that there is a rapid growth in the market for automated motels beyond perceived negative images, those in the hospitality industry should devote attention to effective alternatives such as focusing on the inherent purpose of lodging with many other conveniences as well. For future studies, developing an instrument, investigating perspectives of the automated motel providers and comparing with research on automated hotels conducted in European countries are necessary. Practical implications This study provides some of the strengths of automated motels such as the assurance of anonymity during tourists’ stay and automated payment method in the parking garage that apply to the Korean middle-scale hotel industry. As the sector of automated motels provides favorable profit for the owners and the Korean hotel industry around Seoul always runs short of hotel provisions, this study implies that the governments and administrations should find a solution to replace the regular lodging group of automated motels with a category of tourist hotels. Originality/value Although there is unusual popularity and a considerably growing number of automated motels in Korea, scant research has been conducted relative to automated motels. Despite difficulty in debating the current issue of automated motels, this study, as the first pioneering research on automated motels in Korea, endeavored to address this issue and discuss its social and political implications based upon the findings.