Smart Hotels and Sustainable Consumer Behavior: Testing the Effect of Perceived Performance, Attitude, and Technology Readiness on Word-of-Mouth

Abstract

Many recent studies with the topic of innovative technologies have been executed in the viewpoint of adoption/readiness of one specific cutting-edge technology in the hospitality industry. Unlike with the existing studies, the present research comprehensively dealt with consumers’ perceived performance of a smart hotel and explored its influence on the formation of attitude and word-of-mouth intention. Furthermore, this study encompassed drivers of technology readiness (optimism and innovativeness) as critical moderators. Our analysis results confirmed that the perceived performance of a smart hotel is essential in generating individuals’ favorable attitudes and positive word-of-mouth intentions. The moderating roles of optimism and innovativeness were also found in the link between perceived performance and attitude. Theoretical value and managerial contributions were discussed through unpinning the structural relationships among study variables in the smart hotel context.

The Role of Expected Benefits towards Smart Hotels in Shaping Customer Behavior: Comparison by Age and Gender

“…In particular, their results determined the salient role of attitude on the intentions to use compared to its effect on intentions to spread the word and the intentions to pay more. The same and similar findings are presented for the increased acceptance of high technologies in accommodation establishments [18,23].…”

“…More specifically, items for the expected benefits were adapted from Dabholkar and Bagozzi [29], Neuhofer et al [8], and Tussyadiah et al [19], and the items that were used for perceived value were cited from Kuo et al [42]. The items that were used for attitude and behavioral intentions were borrowed from Ajzen [44] and Kim et al [18]. All of the study variables except for attitude were measured using a 7-point Likert-scale which is known to better reflect respondents' accurate and true evaluation [52].…”

“…Technological evolution continues every second of every day, and the innovative technologies in the hospitality and tourism industry presently range from artificial intelligence (AI), information and communication technologies (ICTs), the Internet of things (IoT), robotics to virtual reality (VR), and augmented reality (AR) [1,5,23,24]. The advancement of technologies redefines the offerings and how the hotels operate in order to deliver products/services to customers [18,25].…”

“…Christou [17] conducted a series of interviews regarding the perceptions towards robots, and they found that tourists commonly appreciate the advantages that involve the efficiency of robot delivery services. Kim et al [18] observed efficiency as a driving force of the performance of smart hotels, because it contributed to building the customers' favorable attitude. In other words, a wide range of advanced technologies, such as AI-based chatbots and digital concierges, enable hotel practitioners to manage their operations more efficiently.…”

“…Hwang and Kim [11] discussed the expected benefits towards the food delivery services using drones, and they confirmed that the compatibility, convenience, emotions, functions, and social influence are the key aspects from the customers' perspective, which in turn build positive consumer behavior. The stream of these studies generally highlights how cutting-edge technologies assist individuals with a greater level of service quality [18]. Furthermore, a great deal of evidence indicates that the benefits that customers gain from advanced technologies enhance their experience [4,9].…”