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Teknoloji Kullanımına Yönelik Tutumun Otellerde Robot Kabul Edilebilirliği Üzerine Etkisi

Year 2021, Volume 2, Issue 2, 102 - 115, 20.10.2021

Abstract

Robotların gün geçtikçe popüler hale geldiği bu çağda artık otelcilik sektöründe de insan çalışanlar yerine hizmet robotları yer almaya başlamıştır. Bu kapsamda çalışmanın amacı, otel müşterilerinin teknoloji kullanımına yönelik tutumlarının otellerde robot kullanımının kabul edilebilirliği üzerine etkisini belirlemektir. Veriler, anket formu aracılığıyla 401 kişiden çevrimiçi olarak toplanmıştır. Elde edilen bulgular neticesinde, katılımcıların büyük çoğunluğunun akıllı cep telefonuna sahip olduğu, telefonlarında internet paketlerinin bulunduğu, çevrimiçi alışveriş yaptıkları, çevrimiçi bankacılık işlemlerini kullandıkları ve internetten bilet satın aldıkları tespit edilmiştir. Ayrıca, araştırmada kurulan hipotezler yapısal eşitlik modellemesi kapsamında oluşturulan yol analizi kapsamında değerlendirilmiştir. Elde edilen bulgulara göre, daha önce otelde konaklamış müşterilerin teknoloji kullanımına yönelik tutumları, resepsiyonda (0,221; p<0,001), F&B departmanında (0,207; p<0,001), kat hizmetlerinde (0,222; p<0,001) ve ek hizmetlerde (0,194; p<0,001) robotların kabul edilebilirliği üzerine anlamlı ve pozitif bir etkiye sahiptir. Yol katsayılarına göre en yüksek etki kat hizmetlerinde, en düşük etki ise ek hizmetler departmanında gözlenmiştir.

References

  • Anderson, J. C., & Gerbing, D. W. (1988). Structurale quation modeling in practice: A review and recommended two-step approach. Psychological Bulletin, 103(3), 411–423.
  • Barakat, A. & Othman, A. (2015). The five-factor model of personality and its relationship to cognitivestyle (rushandprudence) and academic achievement among a sample of students, Journal of Education and Practice, 6(35), 156-165.
  • Cain, L.N., Thomas, J.H., & AlonsoJr, M. (2019). Fromsci-fi tosci-fact: thestate of robotics and AI in the hospitality industry.Journal of Hospitality and Tourism Technology, 10 (4), 624-650.
  • Choi, Y.,Choi, M., Oh, M., & Kim, S. (2020). Service robots in hotels: understanding the service quality perceptions of human-robot interaction. Journal of Hospitality Marketing & Management, 29(6), 613-635.
  • Çakar, K. & Aykol, Ş. (2021). Understanding travellers’ reactions to robotic services: a multiple case study approach of robotich otels. Journal of Hospitality and Tourism Technology.12(1).155-174.
  • Deloitte, 2017. Dijitalleşen Hayatımızda mobil teknolojilerin yeri, Dijitalleşen Hayatımızda Mobil Teknolojilerin Yeri Raporu.
  • Doğan, S.,& Vatan, A. (2019). Misafirler, hizmet robotları hakkında ne düşünüyor? tripadvisor’daki yorumlara yönelik bir araştırma. The Third International Congress On Future Of Tourısm: Innovation, Entrepreneurship and Sustainability, Mersin, Türkiye, 26 - 28 Eylül,1(1): 851-852.
  • Fusté-Forné, F. (2021). Robot chefs in gastronomy tourism: What's on the menu?.Tourism Management Perspectives, 37, 1-9.
  • Hair, J., Black, W., Babin, B., & Anderson, R. (2010). Multivariate Data Analysis (7th ed.). UpperSaddleRiver, NJ: PearsonPrenticeHall.
  • Israel, K., Tscheulin, D. ve Zerres, C. (2019). Virtual reality in the hotel industry: assessingtheacceptance of immersive hotel presentation. EuropeanJournal of TourismResearch, 21, 5-22.
  • Ivanov, S. (2017). Robonomics - Principles, Benefits, Challenges, Solutions. Yearbook of Varna University of Management, 10: 283-293.
  • Ivanov, S. H., Webster, C., & Berezina, K. (2017). Adoption of robots and service automation by tourism and hospitality companies. RevistaTurismo&Desenvolvimento, 27(28), 1501-1517.
  • Ivanov, S., & Webster, C. (2019). Perceived appropriateness and intention touse service robots in tourism. In Information and communication technologies in tourism 2019 Springer, Cham. 237-248.
  • Ivanov, S., Webster, C. & Garenko, A. (2018). Young Russian Adults' Attitudes Towards The Potential Use of Robots in Hotels. Technology in Society, 55, 24-32.
  • Ivanov, S.,Webster, C. ve Seyyedi, P. (2018). Consumers' attitudes towards the introduction of robots in accommodation establishments. Tourism: An International InterdisciplinaryJournal, 66(3), 302-317.
  • Ivkov, M., Blešić, I., Dudić, B., Pajtinková Bartáková, G., & Dudić Z. (2020).Are future professionals willing to ımplement service robots? attitudes of hospitality and tourism students towards service robotization. Electronics. 9(9):1442.
  • Kazandzhieva, V., & Filipova, H. (2019). Customer attitudes toward robots in travel, tourism, and hospitality: a conceptual framework. In Robots, artificial intelligence, and service automation in travel, tourism and hospitality. Emerald Publishing Limited.
  • Law, R., Chan, I. C. C., & Wang, L. (2018). A comprehensive review of mobile technologyuse in hospitality and tourism. Journal of Hospitality Marketing & Management, 27(6), 626-648.
  • Lee, Y., Lee, S., & Kim, D. Y. (2021). Exploring hotel guests' perceptions of using robot assistants. Tourism Management Perspectives, 37, 100781, 1-12.
  • Lee, Y., Lee, S., & Kim, D. Y. (2021). Exploring hotel guests' perceptions of using robot assistants. Tourism Management Perspectives, 37, 100781.
  • Lin, I. Y., & Mattila, A. S. (2021). The value of service robots from the hotel guest’sperspective: a mixed-method approach. International Journal of Hospitality Management, 94, 102876.
  • Luo, J. M., Vu, H. Q., Li, G., & Law, R. (2021). Understanding service attributes of robot hotels: A sentiment analysis of customer online reviews. International Journal of Hospitality Management, 98, 103032.
  • Murphy, J.,Gretzel, U., & Pesonen, J. (2019). Marketing robot services in hospitality and tourism: the role of anthropomorphism. Journal of Travel &Tourism Marketing, 36(7), 784-795.
  • Nunnally, J. C. (1970). Introduction to psychological measurement. New York, NY, US: McGraw-Hill.
  • Rodriguez-Lizundia, E.,Marcos, S., Zalama, E., Gómez-García-Bermejo, J., & Gordaliza, A. (2015). A bellboy robot: Study of theeffects of robot behaviour on user engagement and comfort. International Journal of Human-ComputerStudies, 82, 83-95.
  • Samala, N., Katkam, B. S., Bellamkonda, R. S., & Rodriguez, R. V. (2020). Impact of AI androbotics in the tourism sector: a criticalinsight. Journal of TourismFutures.Journal of TourismFutures.
  • Sharma, D. (2016). Enhancing customer experience using technological innovations: a study of the Indian hotel industry.WorldwideHospitalityandTourismThemes, 8 (4), 469-480.
  • Thomsen, C. (2020). The Impact of Hotel Service Robot Appearance and Service Attributes on Customer Experience. (Doctoraldissertation).
  • TÜİK (2021), Adrese Dayalı Nüfus Kayıt Sistemi Sonuçları, 2020, https://data.tuik.gov.tr/Kategori/GetKategori?p=nufus-ve-demografi-109&dil=1 (Erişim:10.05.2021).
  • Ursavaş, Ö. F., Şahin, S. & Mcılroy, D. (2014). Technology Acceptance Measure for Teachers: T-TAM. Öğretmenler İçin Teknoloji Kabul Ölçeği: Ö-TKÖ.Eğitimde Kuram ve Uygulama, 10(4): 885-917.
  • Webster, C. & Ivanov, S. (2019). Futuretourism in a robot-based economy: a perspective article. Tourism Review, 75(1), 329–332.
  • Yazıcı Ayyıldız, A. & Eroğlu, E. (2021). Restoranlarda Kullanılan Akıllı Teknolojiler ve Robot Restoranlar Hakkında Tripadvisor’da Yapılan Yorumların Değerlendirilmesi (Evaluation of Tripadvisor. Journal of Tourism and Gastronomy Studies, 9(2), 1102-1122.
  • Zsarnoczky, M. (2017). How does artificial intelligence affect the tourism industry?.VADYBA, 31(2), 85-90.

The Impact of Attitude Towards Technology Use on Robot Acceptability in Hotels

Year 2021, Volume 2, Issue 2, 102 - 115, 20.10.2021

Abstract

Inthisera, whenrobotsarebecoming popular daybyday, service robotshavestartedtotakeplace in the hotel industryinstead of humanemployees. Inthiscontext, theaim of thestudy is todeterminetheimpact of hotel customers' attitudestowardstechnologyuse on theacceptability of robot use in hotels. Thedatawerecollected online from 401 peoplethrough a survey. Accordingtothedata, it has beendeterminedthatthevastmajority of theparticipantshave a smart mobile phone, theyhave internet packages on theirphones, theyshop online, theyuse online bankingtransactionsandtheypurchasetickets online. Besides, thehypothesesestablished in thestudywereevaluatedwithinthescope of thepathanalysisusingstructuralequationmodeling. Accordingtothefindings, theattitudes of customerswhohavepreviouslystayed at a hotel towardstechnologyusewerefound in thereception (0.221; p<0.001), F&B department (0.207; p<0.001), housekeeping (0.222; p<0.001) andadditionalservices (0.194; p). <0.001)havesignificantandpositiveeffects on theacceptability of robots. Accordingtothepathcoefficients, thehighesteffectwasobserved in thehousekeepingservices, andthelowesteffectwasobserved in theadditionalservicesdepartment.

References

  • Anderson, J. C., & Gerbing, D. W. (1988). Structurale quation modeling in practice: A review and recommended two-step approach. Psychological Bulletin, 103(3), 411–423.
  • Barakat, A. & Othman, A. (2015). The five-factor model of personality and its relationship to cognitivestyle (rushandprudence) and academic achievement among a sample of students, Journal of Education and Practice, 6(35), 156-165.
  • Cain, L.N., Thomas, J.H., & AlonsoJr, M. (2019). Fromsci-fi tosci-fact: thestate of robotics and AI in the hospitality industry.Journal of Hospitality and Tourism Technology, 10 (4), 624-650.
  • Choi, Y.,Choi, M., Oh, M., & Kim, S. (2020). Service robots in hotels: understanding the service quality perceptions of human-robot interaction. Journal of Hospitality Marketing & Management, 29(6), 613-635.
  • Çakar, K. & Aykol, Ş. (2021). Understanding travellers’ reactions to robotic services: a multiple case study approach of robotich otels. Journal of Hospitality and Tourism Technology.12(1).155-174.
  • Deloitte, 2017. Dijitalleşen Hayatımızda mobil teknolojilerin yeri, Dijitalleşen Hayatımızda Mobil Teknolojilerin Yeri Raporu.
  • Doğan, S.,& Vatan, A. (2019). Misafirler, hizmet robotları hakkında ne düşünüyor? tripadvisor’daki yorumlara yönelik bir araştırma. The Third International Congress On Future Of Tourısm: Innovation, Entrepreneurship and Sustainability, Mersin, Türkiye, 26 - 28 Eylül,1(1): 851-852.
  • Fusté-Forné, F. (2021). Robot chefs in gastronomy tourism: What's on the menu?.Tourism Management Perspectives, 37, 1-9.
  • Hair, J., Black, W., Babin, B., & Anderson, R. (2010). Multivariate Data Analysis (7th ed.). UpperSaddleRiver, NJ: PearsonPrenticeHall.
  • Israel, K., Tscheulin, D. ve Zerres, C. (2019). Virtual reality in the hotel industry: assessingtheacceptance of immersive hotel presentation. EuropeanJournal of TourismResearch, 21, 5-22.
  • Ivanov, S. (2017). Robonomics - Principles, Benefits, Challenges, Solutions. Yearbook of Varna University of Management, 10: 283-293.
  • Ivanov, S. H., Webster, C., & Berezina, K. (2017). Adoption of robots and service automation by tourism and hospitality companies. RevistaTurismo&Desenvolvimento, 27(28), 1501-1517.
  • Ivanov, S., & Webster, C. (2019). Perceived appropriateness and intention touse service robots in tourism. In Information and communication technologies in tourism 2019 Springer, Cham. 237-248.
  • Ivanov, S., Webster, C. & Garenko, A. (2018). Young Russian Adults' Attitudes Towards The Potential Use of Robots in Hotels. Technology in Society, 55, 24-32.
  • Ivanov, S.,Webster, C. ve Seyyedi, P. (2018). Consumers' attitudes towards the introduction of robots in accommodation establishments. Tourism: An International InterdisciplinaryJournal, 66(3), 302-317.
  • Ivkov, M., Blešić, I., Dudić, B., Pajtinková Bartáková, G., & Dudić Z. (2020).Are future professionals willing to ımplement service robots? attitudes of hospitality and tourism students towards service robotization. Electronics. 9(9):1442.
  • Kazandzhieva, V., & Filipova, H. (2019). Customer attitudes toward robots in travel, tourism, and hospitality: a conceptual framework. In Robots, artificial intelligence, and service automation in travel, tourism and hospitality. Emerald Publishing Limited.
  • Law, R., Chan, I. C. C., & Wang, L. (2018). A comprehensive review of mobile technologyuse in hospitality and tourism. Journal of Hospitality Marketing & Management, 27(6), 626-648.
  • Lee, Y., Lee, S., & Kim, D. Y. (2021). Exploring hotel guests' perceptions of using robot assistants. Tourism Management Perspectives, 37, 100781, 1-12.
  • Lee, Y., Lee, S., & Kim, D. Y. (2021). Exploring hotel guests' perceptions of using robot assistants. Tourism Management Perspectives, 37, 100781.
  • Lin, I. Y., & Mattila, A. S. (2021). The value of service robots from the hotel guest’sperspective: a mixed-method approach. International Journal of Hospitality Management, 94, 102876.
  • Luo, J. M., Vu, H. Q., Li, G., & Law, R. (2021). Understanding service attributes of robot hotels: A sentiment analysis of customer online reviews. International Journal of Hospitality Management, 98, 103032.
  • Murphy, J.,Gretzel, U., & Pesonen, J. (2019). Marketing robot services in hospitality and tourism: the role of anthropomorphism. Journal of Travel &Tourism Marketing, 36(7), 784-795.
  • Nunnally, J. C. (1970). Introduction to psychological measurement. New York, NY, US: McGraw-Hill.
  • Rodriguez-Lizundia, E.,Marcos, S., Zalama, E., Gómez-García-Bermejo, J., & Gordaliza, A. (2015). A bellboy robot: Study of theeffects of robot behaviour on user engagement and comfort. International Journal of Human-ComputerStudies, 82, 83-95.
  • Samala, N., Katkam, B. S., Bellamkonda, R. S., & Rodriguez, R. V. (2020). Impact of AI androbotics in the tourism sector: a criticalinsight. Journal of TourismFutures.Journal of TourismFutures.
  • Sharma, D. (2016). Enhancing customer experience using technological innovations: a study of the Indian hotel industry.WorldwideHospitalityandTourismThemes, 8 (4), 469-480.
  • Thomsen, C. (2020). The Impact of Hotel Service Robot Appearance and Service Attributes on Customer Experience. (Doctoraldissertation).
  • TÜİK (2021), Adrese Dayalı Nüfus Kayıt Sistemi Sonuçları, 2020, https://data.tuik.gov.tr/Kategori/GetKategori?p=nufus-ve-demografi-109&dil=1 (Erişim:10.05.2021).
  • Ursavaş, Ö. F., Şahin, S. & Mcılroy, D. (2014). Technology Acceptance Measure for Teachers: T-TAM. Öğretmenler İçin Teknoloji Kabul Ölçeği: Ö-TKÖ.Eğitimde Kuram ve Uygulama, 10(4): 885-917.
  • Webster, C. & Ivanov, S. (2019). Futuretourism in a robot-based economy: a perspective article. Tourism Review, 75(1), 329–332.
  • Yazıcı Ayyıldız, A. & Eroğlu, E. (2021). Restoranlarda Kullanılan Akıllı Teknolojiler ve Robot Restoranlar Hakkında Tripadvisor’da Yapılan Yorumların Değerlendirilmesi (Evaluation of Tripadvisor. Journal of Tourism and Gastronomy Studies, 9(2), 1102-1122.
  • Zsarnoczky, M. (2017). How does artificial intelligence affect the tourism industry?.VADYBA, 31(2), 85-90.

Details

Primary Language Turkish
Subjects Hospitality Leisure Sport and Tourism
Journal Section Research Articles
Authors

Elif ASLANTÜRK (Primary Author)
Mersin Üniversitesi
0000-0001-6426-330X
Türkiye


Ahmet ERDEM
HARRAN ÜNİVERSİTESİ
0000-0001-8120-3958
Türkiye

Publication Date October 20, 2021
Application Date August 17, 2021
Acceptance Date September 15, 2021
Published in Issue Year 2021, Volume 2, Issue 2

Cite

APA Aslantürk, E. & Erdem, A. (2021). Teknoloji Kullanımına Yönelik Tutumun Otellerde Robot Kabul Edilebilirliği Üzerine Etkisi . Journal of Global Tourism and Technology Research , 2 (2) , 102-115 . Retrieved from https://dergipark.org.tr/en/pub/jgttr/issue/65288/983644

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