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Impact of customer experience on attitude and utilization intention of a restaurant-menu curation chatbot service 顾客体验对餐厅菜单管理聊天机器人服务态度和使用意愿的影响
IF 4.7 3区 管理学 Q1 HOSPITALITY, LEISURE, SPORT & TOURISM Pub Date : 2022-03-10 DOI: 10.1108/jhtt-03-2021-0089
Jiyoung Yoon, H. Yu
PurposeThe purpose of this study is to assess the possibility of introducing a restaurant-menu curation (RMC) chatbot service to help consumers quickly and effectively decide on their restaurant or menu choices. To this end, it measures the characteristics of consumer chatbot experiences and analyzes their impact on future acceptance intentions through their attitudes toward the RMC chatbot service.Design/methodology/approachThis study consists of three parts: developing a RMC chatbot prototype, testing the chatbot prototype and a customer survey based on experience. A convenience sample method was used to collect data from 368 adults who tried the RMC chatbot service before answering a self-administered questionnaire. Partial least squares structural equation modeling (PLS-SEM) was used to test the proposed structural model.FindingsThe results showed that all experience characteristics, except usable facets, had a significant positive impact on attitudes toward the chatbot. Three experience characteristics, “usable,” “usefulness” and “valuable,” revealed a significant positive effect on utilization intention. Attitudes toward chatbot services also significantly affected utilization intention.Research limitations/implicationsThe results of this study can offer practical and academic implications for establishing curation services in the restaurant industry that can increase customer acceptance and utilization intentions. Follow-up studies are required to explore and verify the various personal and psychological factors related to the intention to accept RMC chatbot services.Originality/valueThis study is meaningful because it makes it possible to evaluate the introduction of curation chatbot services in the restaurant sector, by developing and testing the dining-out curation service protocol to help customers’ smart choices in the information technology environment.
目的本研究的目的是评估引入餐厅菜单管理(RMC)聊天机器人服务的可能性,以帮助消费者快速有效地决定他们的餐厅或菜单选择。为此,它测量了消费者聊天机器人体验的特征,并通过他们对RMC聊天机器人服务的态度分析了它们对未来接受意愿的影响。设计/方法论/方法本研究由三部分组成:开发RMC聊天机器人原型、测试聊天机器人原型和基于经验的客户调查。使用方便抽样方法收集了368名成年人的数据,这些成年人在回答自填问卷之前尝试了RMC聊天机器人服务。采用偏最小二乘结构方程模型(PLS-SEM)对所提出的结构模型进行了检验。结果表明,除可用方面外,所有体验特征都对聊天机器人的态度产生了显著的积极影响。“有用”、“有用”和“有价值”三个经验特征对利用意愿有显著的正向影响。对聊天机器人服务的态度也显著影响了使用意愿。研究局限性/含义本研究的结果可以为在餐饮业建立策展服务提供实践和学术意义,从而提高顾客的接受度和利用意愿。需要进行后续研究,以探索和验证与接受RMC聊天机器人服务的意图相关的各种个人和心理因素。独创性/价值这项研究很有意义,因为它可以通过开发和测试外出就餐策划服务协议来评估策划聊天机器人服务在餐饮业的引入,以帮助顾客在信息技术环境中做出明智的选择。
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引用次数: 11
Consumer reactions to different robotic servers in theme parks 消费者对主题公园里不同机器人服务员的反应
IF 4.7 3区 管理学 Q1 HOSPITALITY, LEISURE, SPORT & TOURISM Pub Date : 2022-03-10 DOI: 10.1108/jhtt-03-2021-0102
A. Milman, A. Tasci
PurposeThis study aims to understand the theme park visitors’ perceived robotic qualities featured in four different robots, assess their robotic functions and consumers’ loyalty toward four different robotic server types.Design/methodology/approachA structured online survey of 399 respondents measured and compared consumer perceptions related to qualities and functions of robots in a theme park context and consumers’ behavioral intentions in four different robotic scenarios – anime, cartoon-like, human-like and animal-like robots in theme parks. Survey data were collected on an online platform and analyzed by SPSS.FindingsThe results showed some expected differences in robotic qualities among the different robot-type scenarios, but similar reactions overall. The findings also provided insight into the type of robots that consumers prefer and showed a little more preference toward human-like robotic servers.Research limitations/implicationsThe study was restricted to several robotic scenarios in North American theme parks. Future qualitative and quantitative studies should look in more detail at theme park visitors’ participation in the robotic service delivery process, the robots’ mobility and interactions with fellow visitors.Practical implicationsThe findings can guide practitioners on robots’ looks, qualities and functionalities to consider for introducing to their patrons to create more interactive environments and experiences.Originality/valueThe study revealed some new knowledge about consumer expectations for robotic servers in theme parks. To the best of the authors’ knowledge, this is the first study that compares different robot types on their perceived appearance, qualities and functionality, or consumers’ behavioral tendencies in the context of theme parks.
目的本研究旨在了解四种不同机器人对主题公园游客机器人素质的感知,评估其机器人功能和消费者对四种不同类型机器人服务器的忠诚度。设计/方法论/方法一项针对399名受访者的结构化在线调查测量并比较了消费者对主题公园中机器人质量和功能的看法,以及消费者在四种不同机器人场景中的行为意图——主题公园中的动漫、卡通、类人和动物机器人。调查数据是在一个在线平台上收集的,并由SPSS.Findings进行分析。结果显示,在不同类型的机器人场景中,机器人质量存在一些预期差异,但总体反应相似。这些发现还深入了解了消费者更喜欢的机器人类型,并显示出对类人机器人服务器的更多偏好。研究局限性/含义该研究仅限于北美主题公园的几个机器人场景。未来的定性和定量研究应该更详细地研究主题公园游客对机器人服务提供过程的参与、机器人的机动性以及与其他游客的互动。实践意义这些发现可以指导从业者考虑机器人的外观、质量和功能,以便向他们的顾客介绍,以创造更多的互动环境和体验。创意/价值这项研究揭示了消费者对主题公园机器人服务器期望的一些新知识。据作者所知,这是第一项在主题公园背景下比较不同类型机器人的外观、质量和功能,或消费者的行为倾向的研究。
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引用次数: 4
Guest editorial 客人编辑
IF 4.7 3区 管理学 Q1 HOSPITALITY, LEISURE, SPORT & TOURISM Pub Date : 2022-03-04 DOI: 10.1108/jhtt-01-2022-317
Rab Nawaz Lodhi, Zahid Mahmood, Cihan Cobanoglu
Mura and Sharif (2017) conducted a systematic literature review and used a qualitative narrative analysis approach to identify all empirical and non-empirical evidence that fits the pre-specified inclusion criteria to answer a particular research question or questions or to test their proposition(s) about the hospitality and tourism industry. 2.2 Phenomenological research design in hospitality and tourism studies Phenomenological research explains the “common meaning” of a concept of a phenomenon coming from many individuals with their own lived experiences (Creswell and Poth, 2016). (2021) also used a phenomenological approach to conceptualize consumers’ lifestyles and hotel experience to develop a scale with which to measure these two critical aspects of the field of hospitality and the tourism industry. Wijesinghe (2009) described the possible applications of expressive phenomenological design in hospitality and tourism studies to gain the real-life experiences of different stakeholders in the discipline of hospitality and tourism. 2.3 Participatory action research design in hospitality and tourism studies In the qualitative paradigm, Participatory Action Research is a study design in which researchers and participants collaboratively conduct research to drive particular changes that improve existing practices. (2019) used Participatory Action Research in their empirical study that proposed a six-dimensional framework for implementing internal branding in the hospitality and tourism industry. 2.4 Ethnography/netnography research design in hospitality and tourism studies Ethnography is the study of shared patterns of the behaviors, beliefs and languages of an entire culture-sharing group (Creswell and Poth, 2016), whereas, netnography is a portmanteau of “internet” and “ethnography” and is online cultural research commonly done in social-media groups or the sites where people of a specific community or group share their views, experiences, etc.
Mura和Sharif(2017)进行了系统的文献综述,并使用定性叙事分析方法来确定符合预先指定的纳入标准的所有经验和非经验证据,以回答特定的研究问题或问题,或测试他们关于酒店和旅游业的命题。2.2酒店和旅游研究中的现象学研究设计现象学研究解释了来自许多有自己生活经历的个体的现象概念的“共同含义”(Creswell和Poth, 2016)。(2021)还使用现象学方法将消费者的生活方式和酒店体验概念化,以制定衡量酒店和旅游业领域这两个关键方面的尺度。Wijesinghe(2009)描述了表现性现象学设计在酒店和旅游研究中的可能应用,以获得酒店和旅游学科中不同利益相关者的现实生活经验。在定性范式中,参与性行动研究是一种研究设计,在这种研究设计中,研究人员和参与者合作进行研究,以推动改进现有实践的特定变化。(2019)在他们的实证研究中使用了参与式行动研究,提出了一个在酒店和旅游业实施内部品牌的六维框架。民族志是对整个文化共享群体的行为、信仰和语言的共享模式的研究(Creswell和Poth, 2016),而网络志是“互联网”和“民族志”的合成词,是一种在线文化研究,通常在社交媒体群体或特定社区或群体的人分享他们的观点、经验等的网站上进行。
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引用次数: 0
Changing tourists’ preferences in the hotel industry amid COVID-19 pandemic 新冠疫情下游客对酒店业偏好的变化
IF 4.7 3区 管理学 Q1 HOSPITALITY, LEISURE, SPORT & TOURISM Pub Date : 2022-02-25 DOI: 10.1108/jhtt-07-2020-0179
Viput Ongsakul, Tanveer Kajla, Sahil Raj, T. Khoa, Z. Ahmed
PurposeThe paper aims to find the preferences of different tourist type. Since, COVID-19 pandemic has brought the international hospitality industry to a standstill, there are some early signs of recovery. For this industry’s long-term recovery, the tourists’ changing preferences need to be analyzed. Moreover, with different types of tourists, a more nuanced and in-depth study is required to analyze the preferences of each tourist type.Design/methodology/approachThe research focuses on the changing preferences of the tourist by comparatively analyzing the pre-COVID-19 and current COVID-19 phase. The study extracted online data from TripAdvisor and identified themes by applying Latent Dirichlet Allocation (LDA).FindingsThe study’s findings confirmed the change in preferences of the different types of tourists during the COVID-19 pandemic by performing thematic analysis. New themes emerged in the pandemic phase, providing more insights into tourists’ changing preferences in the current COVID-19 phase. The study also found that specific dominant themes in the pre-COVID-19 phase were replaced by new themes in the current COVID-19 phase.Originality/valueTo the best of the authors’ knowledge, this study is the first to compare the pre-COVID-19 and current COVID-19 phase themes to decipher the new themes that managers of the hotels should consider to win back tourists’ confidence during the pandemic. The unraveling of changing preferences of the different tourist types in the current COVID-19 pandemic is the novel contribution of the study.
目的研究不同类型游客的旅游偏好。由于COVID-19大流行使国际酒店业陷入停滞,因此出现了一些复苏的早期迹象。为了这个行业的长期复苏,需要分析游客偏好的变化。此外,对于不同类型的游客,需要更细致和深入的研究来分析每种游客类型的偏好。设计/方法/方法本研究通过对比分析COVID-19前期和当前阶段游客偏好的变化。该研究从TripAdvisor上提取在线数据,并通过潜在狄利克雷分配(Latent Dirichlet Allocation, LDA)确定主题。研究结果通过主题分析,证实了不同类型游客在新冠肺炎大流行期间偏好的变化。大流行阶段出现了新的主题,让我们更深入地了解游客在当前COVID-19阶段不断变化的偏好。研究还发现,在当前的COVID-19阶段,新主题取代了前COVID-19阶段的特定主导主题。原创性/价值据作者所知,本研究首次比较了COVID-19前和当前COVID-19阶段的主题,以破译酒店管理者应该考虑的新主题,以在大流行期间赢回游客的信心。在当前的COVID-19大流行中,不同类型的游客偏好的变化是该研究的新贡献。
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引用次数: 3
Facing the era of smartness: constructing a framework of required technology competencies for hospitality practitioners 面向智能时代:构建酒店从业人员所需的技术能力框架
IF 4.7 3区 管理学 Q1 HOSPITALITY, LEISURE, SPORT & TOURISM Pub Date : 2022-02-21 DOI: 10.1108/jhtt-04-2021-0120
Hsuan Hsu, K. Tseng
PurposeConcerning the emergence of Industry 4.0 and the concept of “smartness”, the technology competence of hospitality practitioners that was previously neglected and overlooked should be explored. Therefore, this study aims to explore previous hospitality technology competence through a literature review and then to extend, strengthen and build a new framework of the required technology competencies for hospitality practitioners in terms of facing smartness.Design/methodology/approachTo investigate the previous research on the characteristics of the required technology competencies for hospitality practitioners, this study carried out a systematic literature review (SLR) on works published from 2011 to 2020. Then, based on the SLR results, the required technology competencies for hospitality practitioners in terms of facing smartness was explored with 26 experts from the government, industry and academia. The data were analysed through thematic analysis based on the perspectives of task–technology fit, and then, the framework was constructed.FindingsThis study reconfirmed that technology competence has been neglected in the previous hospitality competence literature and that the current methods and ways of thinking cannot succeed in this smart era. Moreover, based on fundamental technology competence, a new framework with ten dimensions of technology competencies required for hospitality practitioners in terms of facing smartness was created.Originality/valueThis study identified the required technology competencies for hospitality practitioners, an area that has rarely been addressed in the previous literature. Moreover, specific competencies, especially those needed to face this smart era, are urgent and novel in the academic hospitality field.
针对工业4.0和“智能”概念的出现,应该探索之前被忽视和忽视的酒店从业人员的技术能力。因此,本研究旨在透过文献回顾来探讨以往的酒店技术能力,进而延伸、加强并建立酒店从业人员面对智慧所需的技术能力的新框架。设计/方法/方法为了调查之前关于酒店从业人员所需技术能力特征的研究,本研究对2011年至2020年发表的作品进行了系统的文献回顾(SLR)。然后,根据SLR结果,与来自政府、行业和学术界的26位专家探讨了酒店从业人员在面对智能方面所需的技术能力。基于任务-技术契合的视角,通过主题分析对数据进行分析,构建研究框架。本研究再次证实,技术能力在以前的酒店能力文献中被忽视,目前的方法和思维方式无法在这个智能时代取得成功。此外,在基础技术能力的基础上,创建了一个新的框架,其中包含酒店从业人员在面对智能方面所需的十个技术能力维度。原创性/价值本研究确定了酒店从业人员所需的技术能力,这是以前文献中很少涉及的领域。此外,在学术接待领域,特定的能力,特别是面对这个智能时代所需的能力,是迫切和新颖的。
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引用次数: 8
Passive Wi-Fi visitor analytics and food truck engagement: a feasibility study 被动Wi-Fi访客分析和餐车参与:可行性研究
IF 4.7 3区 管理学 Q1 HOSPITALITY, LEISURE, SPORT & TOURISM Pub Date : 2022-02-11 DOI: 10.1108/jhtt-02-2021-0039
B. Sung, Michelle Stankovic, Sean Lee, Kevin Anderson
PurposeThis paper aims to test whether passive Wi-Fi visitor analytics is a useful and effective method to measure consumer engagement towards food trucks located within an outdoor activation area at an Australian metropolitan university.Design/methodology/approachUsing passive Wi-Fi visitor analytics to ping and track smart devices, data was collected over 90 weekdays capturing data from 522,548 unique smart devices.FindingsThe data collected in this feasibility study was able to identify the most and least popular food trucks by displaying the differences in both bounce and engagement rates, suggesting that passive Wi-Fi visitor analytics are feasible and useful in this context. Furthermore, the results also demonstrate that food truck vendors and marketers should not engage in random rotation, but instead remain static to try and increase familiarity.Originality/valueCurrent visitor tracking technology (i.e. ticketed sales, sales data and survey) is limited as it may not provide an accurate measurement of foot traffic, identify engaged patrons who passed by but did not complete a purchase and be available due to commercial sensitivity and confidentiality. Thus, the current research is the first to examine customer engagement (i.e. unengaged walk-by vs engaged but bounced vs engaged sales) with food trucks within an activation area by using passive Wi-Fi visitor analytics.
本文旨在测试被动Wi-Fi访客分析是否是一种有用和有效的方法来衡量消费者对位于澳大利亚城市大学户外活动区域内的食品卡车的参与度。设计/方法/方法使用被动Wi-Fi访客分析来ping和跟踪智能设备,在90个工作日内收集了来自522,548个独特智能设备的数据。在这项可行性研究中收集的数据能够通过显示跳出率和参与率的差异来识别最受欢迎和最不受欢迎的食品卡车,这表明被动Wi-Fi访客分析在这种情况下是可行和有用的。此外,研究结果还表明,食品卡车供应商和营销人员不应该进行随机轮换,而应该保持静态,以尝试增加熟悉度。当前的访客跟踪技术(即购票销售、销售数据和调查)是有限的,因为它可能无法提供准确的客流量测量,无法识别经过但未完成购买的忠实顾客,并且由于商业敏感性和机密性而无法使用。因此,目前的研究是第一次通过被动Wi-Fi访客分析来检查激活区域内的食品卡车的客户参与度(即不参与的步行vs参与但反弹vs参与的销售)。
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引用次数: 1
The role of virtual reality interactivity in building tourists’ memorable experiences and post-adoption intentions in the COVID-19 era COVID-19时代虚拟现实互动在构建游客难忘体验和收养后意愿中的作用
IF 4.7 3区 管理学 Q1 HOSPITALITY, LEISURE, SPORT & TOURISM Pub Date : 2022-02-08 DOI: 10.1108/jhtt-03-2021-0088
Wilson K. S. Leung, M. Cheung, M. Chang, Si Shi, Sincere Tse, Lenny Yusrini
PurposeThis study aims to examine the impact of virtual reality (VR) interactivity elements, including synchronicity, two-way communication and active control, on tourists’ VR memorable experiences, and the subsequent effect on tourists’ word-of-mouth (WOM) and VR continuance intention.Design/methodology/approachThe research model was tested using self-administrated survey data from 285 Chinese tourists who were experienced in travel and VR tourism activities. Partial least squares–structural equation modelling was adopted to perform latent variable analysis.FindingsVR interactivity elements, including synchronicity, two-way communication and active control, play a considerable role in driving tourists’ VR memorable experiences, which in turn drive tourists’ WOM and VR continuance intention.Research limitations/implicationsCross-sectional, single country data was used and thus the generalisability of the findings may be limited. Future research is recommended adopting a longitudinal approach to compare the relationship between constructs in countries with diverse cultures.Practical implicationsThe findings provide guidance for tourism marketers to use the interactive features of VR, including synchronicity, two-way communication and active control, to drive tourists’ memorable experiences and thereby strengthen tourists’ referral and continuance intention.Originality/valueScholarly attention on the importance of VR interactivity in driving tourists’ memorable experiences and behavioural intention is limited. This study contributes to the tourism marketing literature by empirically testing the research model to reveal the importance of VR interactivity elements, including synchronicity, two-way communication and active control, to drive tourists’ VR memorable experiences and behavioural intentions.
目的研究共时性、双向沟通和主动控制等虚拟现实互动要素对游客VR难忘体验的影响,以及对游客口碑和VR延续意愿的后续影响。设计/方法/方法采用285名有旅游和虚拟现实旅游经验的中国游客的自我管理调查数据对研究模型进行了测试。采用偏最小二乘-结构方程模型进行潜在变量分析。发现同步性、双向沟通和主动控制等svr交互要素在驱动游客VR难忘体验中发挥着重要作用,进而驱动游客的口碑和VR延续意愿。研究的局限性/意义使用的是横断面、单个国家的数据,因此研究结果的普遍性可能有限。未来的研究建议采用纵向方法来比较不同文化国家中构念之间的关系。研究结果为旅游营销人员利用虚拟现实的同步性、双向沟通和主动控制等交互特性,驱动游客难忘体验,从而增强游客的转介和继续意愿提供了指导。原创性/价值学术界对VR互动性在驱动游客难忘体验和行为意愿方面的重要性关注有限。本研究通过实证检验研究模型,揭示了同步性、双向沟通和主动控制等VR交互要素对游客VR难忘体验和行为意愿驱动的重要性,为旅游营销文献做出贡献。
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引用次数: 14
The mediation effect of marketing activities toward augmented reality: the perspective of extended customer experience 营销活动对增强现实的中介效应:扩展顾客体验的视角
IF 4.7 3区 管理学 Q1 HOSPITALITY, LEISURE, SPORT & TOURISM Pub Date : 2022-02-07 DOI: 10.1108/jhtt-03-2021-0093
Shih‐Chih Chen, Tung-Hsiang Chou, Tanaporn Hongsuchon, Athapol Ruangkanjanases, Santhaya Kittikowit, Tse-Ching Lee
PurposeIn this era of smartphone applications, brands are actively developing applications to occupy the consumer’s mobile phone space, adding many practical functions to their applications to increase brand exposure or consumer interest in the brand. Augmented reality (AR) has evolved rapidly in the past decade because of technological breakthroughs, making AR no longer an untouchable technology, but one that can be easily used on almost every phone. Therefore, this study aims to combine extended customer experience with AR marketing activities to explain and predict usage and purchase intention.Design/methodology/approachThe eight key factors integrated into the extended customer experience are used as environmental stimulation factors, and Wanna Kicks and FitGlasses are used as experimental environments. A total of 193 valid samples were collected from users with AR experience. The empirical data is processed and verified by partial least squares in this study.FindingsCustomer experience has received increasing attention in the field of marketing research. This study developed a model to evaluate the antecedents and consequences of AR marketing activities by systematically adding customer experience, continuance intention, purchase intention and customer engagement, and then linking them to the AR application environment. This study presents the academic and practical implications, which can provide future research directions and references for brand marketing strategies and AR applications.Originality/valueThis study adds interactivity, vividness, perceived usefulness and novelty to the extended concept of customer experience. Therefore, the authors proposed that the extended customer experience can be used to measure the perceptions related to AR applications. This study is expected to provide scholars and practitioners in AR fields with a better understanding of the causes and consequences of customer experience with innovative technologies and to suggest effective marketing recommendations.
目的在这个智能手机应用时代,品牌正在积极开发应用程序,以占据消费者的手机空间,在其应用程序中添加许多实用功能,以增加品牌曝光率或消费者对品牌的兴趣。由于技术的突破,增强现实(AR)在过去十年中迅速发展,使AR不再是一项不可触碰的技术,而是一项几乎可以在每部手机上轻松使用的技术。因此,本研究旨在将扩展的客户体验与AR营销活动相结合,以解释和预测使用和购买意图。设计/方法论/方法整合到扩展客户体验中的八个关键因素被用作环境刺激因素,Wanna Kicks和FitGlasses被用作实验环境。共从具有AR体验的用户中收集了193个有效样本。本研究采用偏最小二乘法对经验数据进行了处理和验证。Findings客户体验在市场营销研究领域受到越来越多的关注。本研究开发了一个模型,通过系统地添加客户体验、持续意向、购买意向和客户参与度,然后将其与AR应用环境联系起来,来评估AR营销活动的前因和后果。本研究具有一定的理论和实践意义,可为品牌营销策略和AR应用提供未来的研究方向和参考。独创性/价值本研究将互动性、生动性、感知有用性和新颖性添加到扩展的客户体验概念中。因此,作者提出,扩展的客户体验可以用来衡量与AR应用程序相关的感知。这项研究旨在让AR领域的学者和从业者更好地了解创新技术带来的客户体验的原因和后果,并提出有效的营销建议。
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引用次数: 7
Learning effectiveness of 3D virtual reality in hospitality training: a situated cognitive perspective 三维虚拟现实在酒店培训中的学习效果:情境认知视角
IF 4.7 3区 管理学 Q1 HOSPITALITY, LEISURE, SPORT & TOURISM Pub Date : 2022-02-02 DOI: 10.1108/jhtt-03-2021-0091
T. Lui, L. Goel
PurposeTraining is one of the key dimensions of internal marketing. Virtual reality (VR), a computer technology that replicates an environment (real or imagined) and simulates a user’s physical presence in that environment to allow for user interaction, offers unique opportunities from a training perspective, such as allowing users to improve their skills without the consequence of failing real customers or the need to be in the real environment physically. This study aims to focus on comparing the effectiveness of VR hospitality training with that of real-world hospitality training.Design/methodology/approachThis study adopts situated cognition theory to empirically test the effect of the awareness of contextual variables (social interaction, location and task) on learning and compare learning outcomes between tourism training in VR and real-world experimental settings.FindingsResults indicate that location and task awareness enhance cognitive absorption, but social awareness does not influence cognitive absorption. There is no significant difference between training in real-world and VR environments. Finally, cognitive absorption has a positive effect on mental model change (the learning outcome).Originality/valueThis result advances the theoretical understanding on the significance of learning context by applying situated cognition theory in hospitality training and has significant implications for training that aims for rigor and efficiency within cost, location and time constraints.
目的培训是内部营销的关键维度之一。虚拟现实(VR)是一种复制环境(真实或想象中的)并模拟用户在该环境中的物理存在以允许用户交互的计算机技术,它从培训的角度提供了独特的机会,例如允许用户提高自己的技能,而不会导致真正的客户失败或需要物理地置身于真实环境中。本研究旨在比较虚拟现实酒店培训与现实世界酒店培训的有效性。设计/方法论/方法本研究采用情境认知理论,实证检验情境变量(社会互动、地点和任务)的认知对学习的影响,并比较虚拟现实中的旅游培训和现实世界实验环境中的学习结果。研究结果表明,位置和任务意识增强了认知吸收,但社会意识不影响认知吸收。在真实世界和虚拟现实环境中的训练没有显著差异。最后,认知吸收对心理模式的改变(学习结果)有积极影响。独创性/价值这一结果通过将情境认知理论应用于酒店培训,促进了对学习情境意义的理论理解,并对在成本、地点和时间限制下追求严谨和高效的培训具有重要意义。
{"title":"Learning effectiveness of 3D virtual reality in hospitality training: a situated cognitive perspective","authors":"T. Lui, L. Goel","doi":"10.1108/jhtt-03-2021-0091","DOIUrl":"https://doi.org/10.1108/jhtt-03-2021-0091","url":null,"abstract":"\u0000Purpose\u0000Training is one of the key dimensions of internal marketing. Virtual reality (VR), a computer technology that replicates an environment (real or imagined) and simulates a user’s physical presence in that environment to allow for user interaction, offers unique opportunities from a training perspective, such as allowing users to improve their skills without the consequence of failing real customers or the need to be in the real environment physically. This study aims to focus on comparing the effectiveness of VR hospitality training with that of real-world hospitality training.\u0000\u0000\u0000Design/methodology/approach\u0000This study adopts situated cognition theory to empirically test the effect of the awareness of contextual variables (social interaction, location and task) on learning and compare learning outcomes between tourism training in VR and real-world experimental settings.\u0000\u0000\u0000Findings\u0000Results indicate that location and task awareness enhance cognitive absorption, but social awareness does not influence cognitive absorption. There is no significant difference between training in real-world and VR environments. Finally, cognitive absorption has a positive effect on mental model change (the learning outcome).\u0000\u0000\u0000Originality/value\u0000This result advances the theoretical understanding on the significance of learning context by applying situated cognition theory in hospitality training and has significant implications for training that aims for rigor and efficiency within cost, location and time constraints.\u0000","PeriodicalId":51611,"journal":{"name":"Journal of Hospitality and Tourism Technology","volume":" ","pages":""},"PeriodicalIF":4.7,"publicationDate":"2022-02-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43344053","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 10
Is virtual reality technology an effective tool for tourism destination marketing? A flow perspective 虚拟现实技术是旅游目的地营销的有效工具吗?流动视角
IF 4.7 3区 管理学 Q1 HOSPITALITY, LEISURE, SPORT & TOURISM Pub Date : 2022-01-31 DOI: 10.1108/jhtt-03-2021-0076
H. Chang, Chin Chung Chiang
PurposeThis study aims to investigate the effect of virtual reality (VR) as a communication tool for advertising on tourism destination image and the changes in destination attitude, clarifying how flow experience affects destination image, and examining how destination image mediates the effect of flow experience on attitude changes.Design/methodology/approachA survey was administered to collect data from 342 study participants who watched a tourism destination marketing video through HTC VR vive gear. A research model tested data collected from participants using confirmatory factor analysis and structural equation modeling by using partial least squares structural equation modeling software.FindingsThe results found that two factors (friendliness and telepresence) of flow experience in VR can positively affect destination image. Destination image has a significant indirect effect on how flow experience influences attitude change.Originality/valueAs tourism destinations are faced with strategic decisions about investment in different VR platforms or some other technologies, understanding how individuals respond to various VR stimuli is of practical importance. Therefore, this study’s findings provide valuable information for tourism industry practitioners.
目的本研究旨在研究虚拟现实(VR)作为广告传播工具对旅游目的地形象和目的地态度变化的影响,阐明流动体验如何影响目的地形象,并考察目的地形象如何中介流动体验对态度变化的影响。设计/方法/方法进行了一项调查,收集了342名通过HTC VR vive设备观看旅游目的地营销视频的研究参与者的数据。一个研究模型使用验证性因素分析和偏最小二乘结构方程建模软件对参与者收集的数据进行了测试。结果发现,虚拟现实中流量体验的两个因素(友好性和临场感)对目的地形象有正向影响。目的地形象对流动体验如何影响态度变化具有显著的间接影响。创意/价值当旅游目的地面临投资不同VR平台或其他一些技术的战略决策时,了解个人对各种VR刺激的反应具有实际意义。因此,本研究的发现为旅游业从业者提供了有价值的信息。
{"title":"Is virtual reality technology an effective tool for tourism destination marketing? A flow perspective","authors":"H. Chang, Chin Chung Chiang","doi":"10.1108/jhtt-03-2021-0076","DOIUrl":"https://doi.org/10.1108/jhtt-03-2021-0076","url":null,"abstract":"Purpose\u0000This study aims to investigate the effect of virtual reality (VR) as a communication tool for advertising on tourism destination image and the changes in destination attitude, clarifying how flow experience affects destination image, and examining how destination image mediates the effect of flow experience on attitude changes.\u0000\u0000\u0000Design/methodology/approach\u0000A survey was administered to collect data from 342 study participants who watched a tourism destination marketing video through HTC VR vive gear. A research model tested data collected from participants using confirmatory factor analysis and structural equation modeling by using partial least squares structural equation modeling software.\u0000\u0000\u0000Findings\u0000The results found that two factors (friendliness and telepresence) of flow experience in VR can positively affect destination image. Destination image has a significant indirect effect on how flow experience influences attitude change.\u0000\u0000\u0000Originality/value\u0000As tourism destinations are faced with strategic decisions about investment in different VR platforms or some other technologies, understanding how individuals respond to various VR stimuli is of practical importance. Therefore, this study’s findings provide valuable information for tourism industry practitioners.","PeriodicalId":51611,"journal":{"name":"Journal of Hospitality and Tourism Technology","volume":" ","pages":""},"PeriodicalIF":4.7,"publicationDate":"2022-01-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48529168","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 4
期刊
Journal of Hospitality and Tourism Technology
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