Turizm Sektöründe Paydaşların Teknolojik Yeniliklere Karşı Algı ve Tutumlarının Belirlenmesine Yönelik Bir Araştırma

Yıl 2020, , 1542 - 1561, 30.10.2020

Gaye Onan , Alper Duran Burçin Cevdet Çetinsöz

https://doi.org/10.21547/jss.716576

Cited By: 1

Öz

Araştırmada turizm endüstrisinde modern teknolojilerin rolü ve önemini temel alarak, turizm sektöründe akademisyenlerin, öğrencilerin ve yöneticilerin turizmdeki teknoloji ile ilgili yeniliklere yönelik algılarını tanımlamak ve değerlendirmek amaçlanmaktadır. Buradan hareketle toplam 293 kişiden oluşan örneklem grubunda, turizm akademisyenleri, öğrencileri ve işletme yöneticilerinden toplanan veriler analiz edilmiştir. Araştırmada frekans dağılımları, yüzdelik oranlar, ortalama değerler ve standart sapma gibi betimleyici analizlerin yanı sıra, araştırma hipotezleri için Tek Yönlü Varyans Analizi (ANOVA) ve Post-Hoc analizinden faydalanılmıştır. Ölçeklerin yapı geçerliliği için doğrulayıcı faktör analizi ve güvenilirliği için Cronbach Alpha testi uygulanmıştır. Analiz sonuçlarına göre turizm akademisyenleri, öğrencileri ve işletme yöneticilerinin otel işletmelerinde teknolojik yenilikleri kullanım tercihleri, turizm endüstrisinde teknolojik yeniliklerin özelliklerini algılamaları, turizm endüstrisinde teknolojik yenilikleri kullanmalarına yönelik duyguları ve turizm endüstrisinde teknolojik yeniliklerin önemine yönelik algılamaları arasında herhangi anlamlı bir farklılık bulunmamaktadır.

Anahtar Kelimeler

Algı, Tutum, Teknolojik Yenilikler, turizm sektörü

A Research On Determining The Perceptions And Attitudes Of Stakeholders Towards Technological Innovation In The Tourism Sector

Öz

Based on the role and importance of modern technologies in the tourism industry, it is aimed to define and evaluate the perceptions of academicians, students, and managers in the tourism industry regarding the innovations related to technology in tourism. Based on this, the data collected from tourism academicians, students, and business managers were analyzed in the sample group consisting of 293 people. In addition to descriptive analyzes such as frequency distributions, percentage rates, mean values, and standard deviation, One-Way Variance Analysis (ANOVA) and Post-Hoc analysis were used for research hypotheses. Cronbach Alpha test was used for confirmatory factor analysis and reliability for the construct validity of the scales. According to the results of the analysis, there is no significant difference between tourism academics, students and business managers' preferences of using technological innovations in hotel businesses, their perceptions of the technological innovations in the tourism industry, their feelings about using technological innovations in the tourism industry and their perceptions of the importance of technological innovations in the tourism industry.

Anahtar Kelimeler

Perception, Attitude, Technological Innovations, Stakeholders, Tourism Industry

Kaynakça

• Aldebert, B., Dang, R., Longhi, C. (2010). Innovation in the tourism industry: The case of Tourism. Tourism Management, 32 (5),1204-1213.
• Altunışık, R., Coşkun, R., Bayraktaroğlu, S., Yıldırım, E. (2005). Sosyal bilimlerde araştırma yöntemleri. İstanbul: Sakarya Kitabevi.
• Asif, M., Sabeel, M., & Mujeeb-ur Rahman, K. Z. (2015, November). Waiter robot-solution to restaurant automation. In Proceedings of the 1st student multi disciplinary research conference (MDSRC), At Wah, Pakistan (pp. 14-15).
• Bilgihan, A., Cobanoglu, C., & Miller, B. L. (2010). Importance-Performance Analysis of Guest Entertainment Technology Amenities in the Lodging Industry. FIU Hospitality Review, 28(3).
• Bilgihan, A., Nedjad, M. (2015). Innovation in hospitality and tourism industries. Journal of Hospitality and Tourism Technology, 6(3). doi/10.1108/JHTT-08-2015-0033/full/html. http://www.emeraldinsight.com [Erişim Tarihi:06/01/2020]
• Bittzer, M. (2012). How to Target Customers in Each of the 5 Stages of Travel. https://www.bluemagnetinteractive.com/ (Erişim Tarihi: 27/02/2020]
• Blake, A., Sinclair, M. T., Soria, J. A. C. (2006). Tourism productivity. Evidence from the United Kingdom. Annals of Tourism Research, 33 (4), 1099–1120.
• Buhalis, D. (1998). Strategic use of information technologies in the tourism industry. Tourism Management, 19(5), 409-421.
• Buhalis, D., Main, H. (1998). Information technology in peripheral small and medium hospitality enterprises: strategic analysis and critical factors. International Journal of Contemporary Hospitality Management, 10(5), 198-202.
• Buhalis, D., & Law, R. (2008). Progress in information technology and tourism management: 20 years on and 10 years after the Internet—The state of eTourism research. Tourism Management, 29(4), 609-623.
• Carson, D. & Richards, F. (2004). Delivering Technological Innovation in Tourism: Considerations in the Implementation of Decipher.DOI: 10.1007/978-3-7091-0594-8_41.
• Çelik, P., & Topsakal, Y. (2019). Endüstri 4.0 ve Akıllı Turizm. Ankara: Detay Yayınları,
• Çetinsöz, B.C., Atsan, M., & Ercan, B.K. (2019). VIII. Ulusal IV. Uluslararası Doğu Akdeniz Turizm Sempozyumunun Değerlendirilmesi. VIII. National IV. International Eastern Mediterranean Tourism Symposium Proceeding Book, 19-20 Nisan 2019, Anamur 1114-1121.
• Divisekera, S., & Nguyen, V. K. (2018). Determinants of innovation in tourism evidence from Australia. Tourism Management, 67, 157-167.
• Ercan İ.,& Kan İ. (2004). Ölçeklerde güvenirlik ve geçerlik. Uludağ Üniversitesi Tıp Fakültesi Dergisi, 30 (3), 211-216.
• Evangelista, R. (2000). Sectoral patterns of technological change in services. Economics of Innovation and New Technology, 9, 182–221.
• Gallouj, F. & F. Djellal (2010). Introduction: Filling the innovation gap in the service economy – a multidisciplinary perspective, in F. Gallouj and F. Djellal (eds), The Handbook of Innovation and Services: A Multi-Disciplinary Perspective, Cheltenham, UK and Northampton, MA, USA: Edward Elgar, pp. 1–23
• Hall, C. M. (2009). Innovation and tourism policy in Australia and New Zealand: never the twain shall meet?. Journal of Policy Research in Tourism, Leisure and Events, 1(1), 2-18.
• Hjalager, A. M. (1997). Innovation patterns in sustainable tourism: An analytical typology. Tourism management, 18 (1), 35-41.
• Hjalager, A. M. (2010). A review of innovation research in tourism. Tourism Management, 31(1), 1-12.
• Ivanov, S., & Webster, C. (2017). Designing robot-friendly hospitality facilities. Paper to be presented at the Scientific Conference “Tourism. Innovations. Strategies”, 13-14 October 2017, Bourgas, Bulgaria. Available at: https://ssrn.com/abstract=3053206
• Ivanov, S., & Webster, C. (2019). Perceived appropriateness and intention to use service robots in tourism. In Pesonen, J. & Neidhardt, J. (Eds.) Information and Communication Technologies in Tourism 2019, Proceedings of the International Conference in Nicosia, Cyprus, 30.01-01.02.2019, pp. 237-248.
• Ivanov, S., Webster, C., & Berezina, K. (2017). Adoption of robots and service automation by tourism and hospitality companies. Revista Turismo & Desenvolvimento, 27/28, 1501-1517
• Ivanov, S., Webster, C., & Seyyedi, P. (2018a). Consumers' attitudes towards the introduction of robots in accommodation establishments. Turizam: međunarodni znanstveno-stručni časopis, 66 (3), 302-317.
• Ivanov, S., Webster, C., & Garenko, A. (2018b). Young Russian adults' attitudes towards the potential use of robots in hotels. Technology in Society, 55, 24-32.
• Johannessen, J. A., B. Olsen & G. T. Lumpkin (2001). Innovation as newness: What is new, how new, and new to whom?. European Journal of Innovation Management, 4(1), 20–31.
• Kalaycı, Ş. (2008). SPSS Uygulamaları Çok Değişkenli İstatistik Teknikleri. Ankara: Asil Yayın.
• Kazandjieva, V. I., Filipova, H. P. (2018). Customer’s perception assessment of tech-related innovations in tourism. Izvestiya Journal of Varna University of Economics, 62 (1), 5-20.
• Korres, G. M. (2007). The role of innovation activities in tourism and regional growth in Europe. Tourismos: an International Multidisciplinary Journal of Tourism, 3 (1), 135-152.
• Law, R., & Jogaratnam, G. (2005). A study of hotel information technology applications. International Journal of Contemporary Hospitality Management, 17(2), 170-180.
• Rogers, S. (2007). Innovation in food service technology and its strategic role. International Journal of Hospitality Management, 26 (4), 899–912.
• Marinova, D., de Ruyter, K., Huang, M.H., Meuter, M.L., & Challagalla, G., (2017). Getting smart: learning from technology-empowered frontline interactions. Journal of Service Research. 20 (1), 29–42.
• Miles, I. (2008). Patterns of innovation in service industries. IBM Systems Journal, 47(1), 115-128.
• Morais, D. B., Dorsch, M. J., & Backman, S. J. (2004). Can tourism providers buy their customers’ loyalty? Examining the influence of customer-provider investments on loyalty. Journal of Travel Research, 42 (3), 235-243.
• Neuhofer, B., Buhalis, D., & Ladkin, A. (2014). A typology of technology‐enhanced tourism experiences. International Journal of Tourism Research, 16(4), 340-350.
• Najda-Janoszka, M., & Kopera, S. (2014). Exploring barriers to innovation in tourism industry–the case of southern region of Poland. Procedia-Social and Behavioral Sciences, 110, 190-201.
• Rodriguez-Lizundia, E., Marcos, S., Zalama, E., Gómez-García-Bermejo, J., & Gordaliza, A. (2015). A bellboy robot: Study of the effects of robot behaviour on user engagement and comfort. International Journal of Human-Computer Studies, 82, 83-95.
• Sarı, Y., & Kozak, M. (2005). Turizm İşletmelerinde Doğrudan Pazarlama Çabaları Kapsamında Bilgi Teknolojilerinin Kullanımı. Atatürk Üniversitesi İktisadi ve İdari Bilimler Dergisi, 19(1), 359-383.
• Schumpeter, J. A. (1934). The theory of economic development: An inquiry into profits, capital, credit, interest and the business cycle. Cambridge: Harvard University Press.
• Sekaran, U. (1992). Research methods for business: A skill building approach. John Wiley & Sons.
• Sheldon P. 1997. Tourism information technologies. Oxford: CAB.
• Singh, V. (2014). We are not phobic but selective: the older generation's attitude towards using technology in workplace communications. Development and Learning in Organizations: An International Journal, 28(4), 18-20
• Stamboulis, Y., & Skayannis, P. (2003). Innovation strategies and technology for experience-based tourism. Tourism Management, 24(1), 35-43.
• Sundbo, J., Orfila-Sintes, F., & Sørensen, F. (2007). The innovative behaviour of tourism firms—Comparative studies of Denmark and Spain. Research Policy, 36(1), 88-106. Tavşancıl, E. (2014). Tutumların Ölçülmesi ve SPSS ile Veri Analizi. Ankara: Nobel Yayınevi.
• Tekin, H. (2000). Eğitimde Ölçme ve Değerlendirme. Ankara: Yargı Yayınları.
• Topsakal, Y., Yüzbaşıoğlu, N., & Çuhadar, M. (2018). Endüstri devrimleri ve turizm: Türkiye Turizm 4.0 SWOT analizi ve geçiş süreci önerileri. Süleyman Demirel Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 23, 1623-1638.
• Venkatesh, V., Morris, M. G., Davis, G. B., & Davis, F. D. (2003). User acceptance of information technology: Toward a unified view. MIS Quarterly, 425-478.
• VanHoof, H. B., Verbeeten, M. J., & Combrink, T. E. (1996). Information Technology Revisited— International Lodging-Industry Technology Needs and Perceptions: A Comparative Study. Cornell Hotel and Restaurant Administration Quarterly, 37(6), 86-91.
• Victorino, L., Verma, R., Plaschka, G., & Dev, C. (2005). Service innovation and customer choices in the hospitality industry. Managing Service Quality: An International Journal, 15(6), 555-576.
• Weiermair, K. (2005). Prospects for innovation in tourism. Analyzing the innovation potential throughout the tourism value chain. Journal of Quality Assurance in Hospitality & Tourism, 6(3/4), 59–72.
• Weiermair, K. (2006). Product improvement or innovation: What is the key to success in tourism? In OECD. (Ed.), Innovation and growth in tourism (pp. 53–69) Paris: OECD.
• Westland, J. C., & Clark, T. H. K.(1999). Global Electronic Commerce: Theory and Case Studies. MIT Press, Cambridge, MA