分析基于区块链的酒店预订应用程序的早期采用者:人口统计、心理和服务相关因素

IF 6.3 3区 管理学 Q1 HOSPITALITY, LEISURE, SPORT & TOURISM Information Technology & Tourism Pub Date : 2022-01-03 DOI:10.1007/s40558-021-00219-0
Strebinger, Andreas, Treiblmaier, Horst
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引用次数: 14

摘要

为了在旅游和酒店业成功引入区块链预订平台,供应商需要了解他们的目标受众。我们展示了对505名美国消费者的调查结果,他们在模拟休闲旅行的酒店预订场景中,在传统的在线旅行社(OTA)和支持区块链的预订应用程序之间进行选择,这些应用程序提供不同程度的服务、折扣和品牌认知度。我们发现,满足以下三个条件的区块链预订应用程序可以吸引多达一半的市场:(1)比在线旅行社提供折扣,(2)提供超越预订的服务,(3)拥有知名品牌。在一系列的三个嵌套逻辑回归中,我们研究了人口统计学、心理学和服务相关旅行者特征的影响。我们发现,区块链酒店预订平台的早期采用者将是受过高等教育的年轻人。与在线旅行社相比,潜在的成本节约也将吸引收入较低和家庭规模较大的游客。其他促进采用的旅行者特征包括高度的风险准备,高度的IT创新性,先前对区块链技术的熟悉程度,以及通过IT创新性介导的高度的广义权力感。男性旅行者比女性旅行者更有可能成为早期采用者,因为他们对区块链技术的熟悉程度更高。
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Profiling early adopters of blockchain-based hotel booking applications: demographic, psychographic, and service-related factors

To successfully introduce blockchain-enabled booking platforms in the tourism and hospitality industry, providers need to understand their target audiences. We present the results of a survey of 505 US consumers who, in a simulated hotel booking scenario for a leisure trip, picked between traditional Online Travel Agencies (OTA) and a blockchain-enabled booking app with varying degrees of services, discounts, and brand recognition. We find that blockchain-enabled booking apps that meet the following three conditions could attract up to half of the market: (1) offer discounts over OTAs, (2) provide services which go beyond mere booking, and (3) have well-known brand names. In a series of three nested logistic regressions, we investigate the impact of demographic, psychographic, and service-related traveler characteristics. We find that early adopters of blockchain-enabled hotel booking platforms will be young and highly educated. Potential cost savings over OTAs will also attract travelers with lower incomes and from larger households. Other traveler characteristics that facilitate adoption include a high preparedness to take risks, high IT innovativeness, prior familiarity with blockchain technology, and, mediated through IT innovativeness, a high Generalized Sense of Power. Male travelers are more likely than female travelers to be early adopters due to their higher familiarity with blockchain technology.

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来源期刊
Information Technology & Tourism
Information Technology & Tourism HOSPITALITY, LEISURE, SPORT & TOURISM-
CiteScore
18.10
自引率
5.40%
发文量
22
期刊介绍: Information Technology & Tourism stands as the pioneer interdisciplinary journal dedicated to exploring the essence and impact of digital technology in tourism, travel, and hospitality. It delves into challenges emerging at the crossroads of IT and the domains of tourism, travel, and hospitality, embracing perspectives from both technical and social sciences. The journal covers a broad spectrum of topics, including but not limited to the development, adoption, use, management, and governance of digital technology. It supports both theory-focused research and studies with direct relevance to the industry.
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