Havacılıkta Dijital Hizmet Sunumunun Turistik Deneyim Üzerindeki Etkisinde Teknolojik Hazıroluşluğun Düzenleyici Rolü

Öz

Dijitalleşme, farklı iş kollarında farklı şekillerde gerçekleşebilen bir dönüşümü ifade eder ve somut bir çerçevesi eksiktir. İşletmeler için bu dönüşüm, işleyişlerini değiştirme ihtiyacını yaratırken, havacılık sektörü de dahil olmak üzere birçok süreci etkileyen bir faktördür. Teknolojik hazıroluşluk ise bir bireyin genel olarak teknolojiye yönelik zihinsel durumunu ifade eder. Bu çalışma havacılıkta dijital hizmet sunumunun turistik deneyim üzerindeki etkisinde teknolojik hazıroluşluğun düzenleyici rolünü ortaya koymak amacıyla ele alınmıştır. Çalışmada toplam 1328 katılımcıya ulaşılmıştır. Kullanılan ölçeklerle elde edilen verilerin yapısal geçerliliği doğrulayıcı faktör analizi ile ortaya koyulmuştur. Araştırma kapsamında oluşturulan hipotezler yapısal model aracılığıyla test edilmiştir. Çalışma sonuçları, havayollarının sunduğu dijital hizmetlerin turist deneyimini olumlu yönde etkilediği görülmüştür. Söz konusu dijital hizmetlerin hem hedonik hem de tanıma deneyimini olumlu yönde etkilemesi havayolu işletmelerinin karlılığı açısından önemli görülmektedir. Bununla birlikte, katılımcıların dijital hazır oluşuk düzeyleri, sunulan dijital hizmetlerin deneyim üzerindeki etkisini düzenleyici rol oynamaktadır.

Anahtar Kelimeler

• Teknoloji
• Dijitalleşme
• Teknolojik Hazıroluşluk
• Havacılık
• Turistik Deneyimi

The Moderating Role of Technological Readiness in the Impact of Digital Service Provision in Aviation on Touristic Experience

Öz

Digitalizationrefersto a transformationthat can occur in variouswaysacrossdifferentsectors, lacking a concreteframework. Forbusinesses, thistransformationnecessitates a change in theiroperationsandserves as a factoraffectingnumerousprocesses, includingtheaviationindustry. Technologicalreadiness, on theotherhand, signifies an individual'soverallmentaldispositiontowardstechnology. Inthecontext of aviation, theregulatory role of technologicalreadiness in theimpact of digital service provision on thetouristexperience has beenmeasuredthrough a surveymethod. Thestudyinvolved 1328 participantswhocompletedthesurvey. Additionally, thestructuralvalidity of thedataobtainedusingthescaleswasconfirmedthroughconfirmatoryfactoranalysis. Hypothesesgeneratedwithinthescope of theresearchweretestedthrough a structural model. Thestudy'sfindingsrevealthatthedigitalservicesofferedbyairlinespositivelyinfluencethetouristexperience. Thepositiveimpact of thesedigitalservices on bothhedonicandcognitiveexperiences is deemedsignificantfromtheperspective of airlineprofitability.

Anahtar Kelimeler

• Technology
• Digitalization
• Technological Readiness
• Aviation
• TouristExperience.

Kaynakça

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