Travelers' behavioral intention toward hotel self-service kiosks usage

Abstract

Purpose – The purpose of this study is to propose a refined technology acceptance model (TAM) to examine the relationship between factors that affect travelers' use of hotel self-service kiosks. Design/methodology/approach – The target population of the study is domestic travelers whose e-mail addresses are in a publicly available database. The measures in this study were developed based on a thorough review of the previous literature. A self-administered questionnaire was developed and distributed through online, and a structural equation modeling (SEM) analysis was conducted by LISREL 8.0 to test the proposed extended technology acceptance model (TAM). Findings – Results suggested that all external variables (i.e. perceived usefulness, perceived ease of use, compatibility, and perceived risks) have significant direct effects on travelers' attitude toward using hotel self-service kiosks. However, perceived usefulness and perceived ease of use did not have significant effects on travelers' satisfaction. Specifically, compatibility was the most important factor that influences travelers' attitude toward using hotel self-service kiosks, followed by perceived ease of use. Further, perceived risks have a significant influence on travelers' satisfaction, followed by compatibility. Research limitations/implications – This paper provides guidance which will be useful to hotel managers and marketers seeking to improve travelers' acceptance of hotel self-service kiosks when utilizing these in their service delivery as well as to manage travelers' satisfaction of their experience with hotel self-service kiosks. Originality/value – The new refined model of factors affecting travelers' use of hotel self-service kiosks comprises three new factors, including compatibility, perceived risks, and satisfaction.