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How Tourists Perceive the Usefulness of Technology Adoption in Hotels: Interaction Effect of Past Experience and Education Level
Journal of China Tourism Research  (IF),  Pub Date : 2020-08-11, DOI: 10.1080/19388160.2020.1801546
Pimtong Tavitiyaman, Xinyan Zhang, Wing Yin Tsang

ABSTRACT

This study examines the interaction effect of past experience and education level on the perceived usefulness of hotel technology. This study also investigates the influence of the perceived usefulness of hotel technologies, such as artificial intelligence, robotics, and service automation, on the behavioral intention of customers through their past experience. A total of 301 international tourists participated in this study. Results show that the past experiences and education level of tourists exhibit an interaction effect on the perceived usefulness of hotel technologies in terms of understanding and answering questions, providing accurate information, and communicating through various languages. The perception of technology adoption tends to show the commonality for the inexperienced tourists regardless of education level. However, such a perception fluctuates among experienced tourists with increased educational level, particularly among the graduate group. In addition, the effect of the perceived usefulness of hotel technologies on behavioral intention is stronger for experienced hotel customers than for inexperienced ones. Academic and managerial implications are also discussed for future research development.