元数据技术对酒店和旅游业的影响:社交媒体营销对印度酒店预订的影响

IF 3 Q2 HOSPITALITY, LEISURE, SPORT & TOURISM International Journal of Tourism Cities Pub Date : 2024-05-08 DOI:10.1108/ijtc-11-2023-0232
Khalil Ahmad, Bhuvanesh Sharma, Ritesh Khatwani, Mahima Mishra, Pradip Kumar Mitra
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引用次数: 0

摘要

目的 本文旨在探讨元数据技术对酒店和旅游业的影响。元数据技术的引入彻底改变了酒店和旅游业的运作方式。在本研究中,作者调查了社交媒体营销在印度酒店预订采用元数据技术中的作用。为了进行数据分析,采用目的性抽样技术在印度各地收集了 344 个受访者样本。研究结果采纳意愿在很大程度上受技术的实用性、态度(ATT)和易用性的影响,而社交媒体营销在影响感知有用性(PU)和易用性(PEU)方面发挥了重要作用。研究发现,顾客对使用元数据技术预订酒店有积极的 ATT。感知有用性(PU)和易用性(PEU)极大地影响了消费者的ATT,表明旅行者对元数据技术有用性和易用性的感知影响了他们的ATT。作者采用平均方差平方根提取标准和异质-单质比检验标准进行了判别效度检验,结果表明研究中的构念有别于其他构念。
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Impact of metaverse technology on hospitality and tourism industry: an interplay of social media marketing on hotel booking in India

Purpose

This paper aims to explore the impact of metaverse technology on the hospitality and tourism industry. The introduction of metaverse technology has revolutionised the way the hospitality and tourism industry works. In the present study, the authors have investigated the role of social media marketing in the adoption of metaverse technology in hotel booking in India.

Design/methodology/approach

An extended technology acceptance model was proposed for an empirical investigation in the Indian context. Sample of 344 respondents was collected across India using a purposive sampling technique for the purpose of data analysis. The structural model analysis is used to analyse the data collected from the respondents using the SmartPLS software to check the structural and the measurement fit of the model.

Findings

The adoption intentions were largely influenced by the utility, attitude (ATT) and ease of use of the technology, and social media marketing plays a major role in influencing the perceived usefulness (PU) and ease of use (PEU). The study finds positive ATTs of the customers for using metaverse technology for booking their hotels. PU and PEU significantly influence the ATT of the consumer indicating the traveller’s perception of the usefulness and ease of metaverse technology influence their ATTs towards adoption.

Originality/value

Influence of metaverse technology is at a nascent stage in India specifically for hotel booking and tourism. The authors have used discriminant validity by using the criteria for both the square root of the average variance extracted and heterotrait–monotrait ratio tests, and the results suggest that the constructs in the research are distinct from other.

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来源期刊
International Journal of Tourism Cities
International Journal of Tourism Cities HOSPITALITY, LEISURE, SPORT & TOURISM-
CiteScore
5.90
自引率
11.50%
发文量
47
期刊介绍: A peer-reviewed journal, the International Journal of Tourism Cities provides an international forum for the critical study of urban tourism and tourism cities. The journal aims to be inter-disciplinary in its appreciation of tourism cities and tourism in urban areas, and welcomes original, theoretically-informed articles from those involved in the planning, management or marketing of tourism in city destination or places adjoining urban areas. Urban tourism and travel cover many disciplines and impinge on numerous aspects of daily life within cities. Moreover, they play a key role in domestic and international tourism in most countries, and cities often function as key travel gateways and tourism destinations. The International Journal of Tourism Cities contents include primary research articles, expert discussions on current urban tourism issues, and tourism city case studies. Articles are selected that are relevant to both academics and practitioners. The journal particularly encourages contributions on contemporary topics and issues in urban tourism including smart cities and tourism, environmental impact and sustainable tourism development in cities, citizen and stakeholder involvement in tourism, city destination governance, and the development of policies and standards for city tourism development. The International Journal of Tourism Cities has four distinct purposes: To encourage greater research and scholarship related to tourism in urban settings. To stimulate more interdisciplinary research on tourism in cities, particularly the integration of tourism and urban studies theories and principles. To generate more research studies on tourism at the edge of cities, where urban and rural areas converge. To create more literature on best practices in city tourism worldwide through in-depth analyses and the production of exemplary case studies.
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