从UTAUT的角度看增强现实技术在旅游企业中的应用2

IF 5 3区管理学 Q1 BUSINESS European Journal of Innovation Management Pub Date : 2023-12-26 DOI:10.1108/ejim-04-2023-0271

Gürkan Çalışkan, İsa Yayla, Hüseyin Pamukçu

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引用次数: 0

摘要

目的增强现实技术是发展和普及的技术之一，尤其是在 2000 年代之后。三维虚拟现实眼镜、在虚拟环境中与客户交流的人工智能支持的智能聊天机器人、无钥匙酒店系统、物联网、增强现实应用、智能个人助理、数字基础设施概念和人脸识别系统等创新技术在旅游企业中得到了应用。本研究讨论了增强现实技术在旅游企业中的地位和应用。本研究从UTAUT2的角度进行评估。本研究的目的是考察增强现实技术在旅游企业中的可用性。在研究范围内，对增强现实应用开发人员、数字营销机构和住宿企业经理进行了访谈。通过 MAXQDA 分析程序对获得的数据进行了处理。研究结果确定，增强现实技术对游客来说是一种有用的、信息丰富的技术工具，它可以帮助销售、推广和营销活动，其在住宿企业中的可用性很高。因此，本研究旨在为这方面的文献做出贡献。本研究从应用程序开发人员和住宿企业管理者的角度出发，研究和讨论了增强现实技术在旅游企业中的应用、其带来的好处和困难以及在旅游企业中的地位。这项研究是从UTAUT2的角度进行评估的。有必要在技术接受度研究中使用UTAUT模型开展研究。在这方面，它将对文献做出贡献。

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The use of augmented reality technologies in tourism businesses from the perspective of UTAUT2

Purpose

Augmented reality is one of the technologies that developed and became widespread, especially after the 2000s. It is seen that innovations such as 3D virtual reality glasses, artificial intelligence-supported smart chatbots that communicate with customers in a virtual environment, keyless hotel systems, the Internet of Things, augmented reality applications, smart personal assistants, digital infrastructure concepts and face recognition systems are used in tourism businesses. The place and use of augmented reality technologies in tourism enterprises are discussed in this study. This study was evaluated from the perspective of UTAUT2. The purpose of this study is to examine the usability of augmented reality technologies in tourism businesses.

Design/methodology/approach

Within the scope of the study, interviews were held with augmented reality application developers, digital marketing agencies and accommodation business managers. The obtained data were processed with the MAXQDA analysis program.

Findings

It has been determined that augmented reality is a useful and informative technological tool for tourists, it can help sales, promotion and marketing activities, and its usability potency in accommodation businesses is high.

Originality/value

When the literature is reviewed, it is understood that the studies that apply to the opinions of the application developers and the managers of the accommodation establishments are limited. Therefore, this study has been prepared to contribute to the literature in this respect. This study examines and discusses the use of augmented reality technologies in tourism enterprises, the benefits and difficulties they will create from the perspective of application developers and accommodation business managers and their place in tourism enterprises. This study was evaluated from the perspective of UTAUT2. There is a need for research developed using UTAUT models in technology acceptance studies. In this respect, it will contribute to the literature.

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来源期刊

European Journal of Innovation Management Multiple-

CiteScore

10.40

自引率

17.60%

发文量

107

期刊介绍： The subject of innovation is receiving increased interest both from companies because of their increased awareness of the impact of innovation in determining market success and also from the research community. Academics are increasingly beginning to place innovation as a priority area in their research agenda. This impetus has been partly fuelled by the Economic & Social Research Council (ESRC) who have designated innovation as one of nine research areas in their research initiative schemes.