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

The present study attempted to provide foresight into the hotels of the future in response to the Fourth Industrial Revolution. In particular, this research aimed to understand customers’ expected benefits, many of which are rooted in the characteristics of a smart hotel, as well as to discover the role of expected benefits to build perceived value and attitude, which in turn increase the behavioral intentions towards a smart hotel. Furthermore, the moderating effect of age and gender was tested in the link between the expected benefits and perceived value, and the association between the expected benefits and attitude. The results of our analysis determined how personalization and entertainment, as well as safety and security, had a leading role to shape customer behavior, and how age moderated the link between entertainment and attitude. The discussion and implications were conducted in light of these findings

The Effects of Media Encouragements on Coronavirus Vaccination Decision and Public Interest in Traveling Abroad

A lack of knowledge exists about individuals’ vaccination decisions and their relation to their tourism behaviors. In this regard, this study examines the willingness of international travelers to take a COVID-19 vaccine prior to traveling. A quantitative research design with a survey method and the ordinary least square (OLS) multiple regression analysis was used to test the hypotheses. The media encouragement positively affected the travelers’ attitude toward the behavior and their injunctive social norm, whereas the travelers’ attitude toward the behavior and injunctive social norm positively affected their COVID-19 vaccination intention. The regression results also proved the mediating effect of both attitudes toward the behavior and injunctive social norm in the relationship between media encouragement and COVID-19 vaccination intention. This research successfully provided evidence regarding the role of media encouragement in travelers’ willingness to take the COVID-19 vaccination

Hotel Service Innovation with Smart Technologies: Exploring Consumers’ Readiness and Behaviors

This research investigated consumer behaviors for a smart hotel, which is driven by innovative technologies along with the fourth industrial revolution. Considering its enormous potential to become the hotel of the future, we aimed to offer a better understanding of consumers’ intricate decision-making process and behaviors for a smart hotel choice. A robust model was developed by incorporating technology readiness into the merged framework encompassing technology acceptance model and planned behavior theory. The results of data analysis discovered the significant role of each variable, such as technology readiness, perceived ease of use, perceived usefulness, attitude, subjective norm, and perceived behavioral control, and confirmed all hypotheses within the combined model. The proposed theoretical framework sufficiently accounted for consumers’ behavioral intentions and the discussions involved managerial implications of this research

Edible Insects: How to Increase the Sustainable Consumption Behavior among Restaurant Consumers

Edible insects deserve increased attention as green food source in today’s society and more restaurants embrace them to promote sustainable consumption behavior. This study was design to explore how consumers’ behavioral intentions to use edible insect restaurants were formed based on the theory of planned behavior (TPB) model. Furthermore, the study attempted to deepen TPB by including the moderating role of product knowledge. A total of 440 samples were collected by online survey in South Korea, and the results of structural equation modeling found that all of the hypotheses have been statistically accepted. Additionally, the results of multiple group analysis indicated that product knowledge moderated the link between subjective norm and behavioral intentions. On a basis of the analysis results, we provided significant theoretical implications and practical implications how to increase future sustainable food consumption intention

How to Form Behavioral Intentions in the Field of Drone Food Delivery Services: The Moderating Role of the COVID-19 Outbreak

This study was designed to identify the significance of drone food delivery services using the moderating role of the outbreak of COVID-19. More specifically, this study proposed that there is a positive relationship between the overall image and the desire. Additionally, it was hypothesized that the desire helps to enhance two types of behavioral intentions, which included word-of-mouth intentions and the willingness to pay more. Lastly, the moderating role of the outbreak of COVID-19 was proposed during this process. Six hypotheses were tested that used 335 samples before the outbreak of COVID-19, and 343 samples were used after the outbreak of COVID-19 in South Korea. The data analysis results indicated that the overall image has a positive influence on the desire, which in turn positively affects the word-of-mouth intentions and the willingness to pay more. Furthermore, this study identified the important moderating role of the outbreak of COVID-19 in the relationship between the desire and the word-of-mouth intentions

A Comparison of Faculty and Student Acceptance Behavior toward Learning Management Systems

During the COVID-19 pandemic, learning management systems have become the primary channel for lecturing and learning in higher education contexts. The present study investigates the development of user acceptance behavior toward a learning management system through use of the extended technology acceptance model. Moreover, this research identified differences between faculty and student behavior in a university environment. Based on a quantitative approach, the analysis results revealed that the main triggers of user acceptance behavior are self-efficacy, enjoyment, and computer anxiety. This study also documented the different influencing factors between faculty members and student groups, respectively. This work is expected to add to existing knowledge and help guide those working in higher education settings to establish more effective strategies for the optimization of learning management systems

Examining the Importance of Motivation and Its Impact on Outcome Variables in the Context of Edible Insect Restaurant

In order to enhance sales performance, it is very important to understand the motivation why consumers visit a restaurant. However, there is no research on motivation to visit edible insect restaurants. Thus, the purpose of this study is to assess the importance of such motivations in the context of an edible insect restaurant for the first time. First, the current study performed a principal components analysis in order to extract the motivation factors. The results showed that five factors were derived from 20 motivation items, which included (1) novel experience, (2) identity building, (3) sustainable source, (4) taste quality, and (5) nutritional value. In addition, the results from the structural equation modeling revealed that the four sub-dimensions of motivation except for identity building positively affect attitude. Lastly, the data analysis results indicated that attitude increased the intentions to visit and word-of-mouth intentions. The theoretical and managerial implications are presented in the latter part of this study, which are based on the statistical results

Understanding Student Acceptance of Online Learning Systems in Higher Education: Application of Social Psychology Theories with Consideration of User Innovativeness

The COVID-19 pandemic has created the opportunity to conduct a huge experiment with online classes in the university setting. The objectives of this study are (1) to provide obvious insight into determining factors driving greater intention of students to use online learning systems based on an integrated technology acceptance model (TAM) and theory of planned behavior (TPB), and (2) to provide the moderating role of innovativeness as a key factor. An online survey was conducted with 216 university students taking hospitality and tourism studies in Busan, Korea. The results of the study are as follows. First, perceived ease of use affects perceived usefulness, perceived usefulness affects attitude, whereas perceived ease of use does not directly affect attitude. Second, attitude and subjective norms positively influence behavioral intention, while perceived behavioral control does not. Third, user innovativeness plays a moderating role in the relationship between subjective norms and behavioral intention. As part of the lessons learned from COVID-19, it is meaningful to provide insightful implications to academia, specifically to the college of hospitality and tourism

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

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

The present study attempted to provide foresight into the hotels of the future in response to the Fourth Industrial Revolution. In particular, this research aimed to understand customers’ expected benefits, many of which are rooted in the characteristics of a smart hotel, as well as to discover the role of expected benefits to build perceived value and attitude, which in turn increase the behavioral intentions towards a smart hotel. Furthermore, the moderating effect of age and gender was tested in the link between the expected benefits and perceived value, and the association between the expected benefits and attitude. The results of our analysis determined how personalization and entertainment, as well as safety and security, had a leading role to shape customer behavior, and how age moderated the link between entertainment and attitude. The discussion and implications were conducted in light of these findings