Customer Perceptions Of Modern Technology Integration In The Hospitality Industry
The hospitality and tourism industry has changed significantly through the use of modern technologies, both for travellers and service providers. Digitalisation, AI capabilities, IoT, and mobile technologies have enabled a personalised booking, travel, and accommodation experience that provides trav...
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| Format: | Article |
| Language: | English |
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Šibenik University of Applied Sciences
2024-07-01
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| Series: | Elektronički Zbornik Radova Veleučilišta u Šibeniku |
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| Online Access: | https://hrcak.srce.hr/file/461943 |
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| author | Tomislav |
| author_facet | Tomislav |
| author_sort | Tomislav |
| collection | DOAJ |
| description | The hospitality and tourism industry has changed significantly through the use of modern technologies, both for travellers and service providers. Digitalisation, AI capabilities, IoT, and mobile technologies have enabled a personalised booking, travel, and accommodation experience that provides travellers with timely and useful suggestions, information, and assistance. They have also opened up new opportunities for marketing and customer engagement, providing advanced analytics that enable the hospitality industry to reach a wider audience and deliver tailored offers and services. The objective of this study is to investigate users' attitudes towards the use of modern technologies, their willingness to disclose their private data in order to receive personalised content through digital communication, their perception of the benefits of personalised content, and the impact on their purchase intentions. The influence of gender and level of education on the responses to the survey and the possibility of forming groups in relation to the respondents’ profiles were analysed in more detail. The methods used in this study were a survey, k-means clustering, one-way ANOVA and a two-sample t-test. A questionnaire with 15 statements was used, and 217 responses were collected. User behaviour was segmented using the k-means clustering method, resulting in two homogeneous clusters indicating two main user attitudes. A two sample t-test was conducted to analyse whether there were significant differences between the responses of the different gender groups and between the different education groups. The results showed significant differences in both groups for several questions, as shown in the Results and Discussion section. |
| format | Article |
| id | doaj-art-5e3bcb49b0ae4762ac841e918b993e2e |
| institution | Kabale University |
| issn | 1846-6699 1846-6656 |
| language | English |
| publishDate | 2024-07-01 |
| publisher | Šibenik University of Applied Sciences |
| record_format | Article |
| series | Elektronički Zbornik Radova Veleučilišta u Šibeniku |
| spelling | doaj-art-5e3bcb49b0ae4762ac841e918b993e2e2025-01-03T00:33:58ZengŠibenik University of Applied SciencesElektronički Zbornik Radova Veleučilišta u Šibeniku1846-66991846-66562024-07-01181-2724https://doi.org/10.51650/ezrvs.18.1-2.1Customer Perceptions Of Modern Technology Integration In The Hospitality IndustryTomislav0https://orcid.org/0000-0002-7577-0961CarThe hospitality and tourism industry has changed significantly through the use of modern technologies, both for travellers and service providers. Digitalisation, AI capabilities, IoT, and mobile technologies have enabled a personalised booking, travel, and accommodation experience that provides travellers with timely and useful suggestions, information, and assistance. They have also opened up new opportunities for marketing and customer engagement, providing advanced analytics that enable the hospitality industry to reach a wider audience and deliver tailored offers and services. The objective of this study is to investigate users' attitudes towards the use of modern technologies, their willingness to disclose their private data in order to receive personalised content through digital communication, their perception of the benefits of personalised content, and the impact on their purchase intentions. The influence of gender and level of education on the responses to the survey and the possibility of forming groups in relation to the respondents’ profiles were analysed in more detail. The methods used in this study were a survey, k-means clustering, one-way ANOVA and a two-sample t-test. A questionnaire with 15 statements was used, and 217 responses were collected. User behaviour was segmented using the k-means clustering method, resulting in two homogeneous clusters indicating two main user attitudes. A two sample t-test was conducted to analyse whether there were significant differences between the responses of the different gender groups and between the different education groups. The results showed significant differences in both groups for several questions, as shown in the Results and Discussion section.https://hrcak.srce.hr/file/461943hospitality and tourism industrymodern technologiescustomer experience;two-sample t-testk-means clustering. |
| spellingShingle | Tomislav Customer Perceptions Of Modern Technology Integration In The Hospitality Industry Elektronički Zbornik Radova Veleučilišta u Šibeniku hospitality and tourism industry modern technologies customer experience; two-sample t-test k-means clustering. |
| title | Customer Perceptions Of Modern Technology Integration In The Hospitality Industry |
| title_full | Customer Perceptions Of Modern Technology Integration In The Hospitality Industry |
| title_fullStr | Customer Perceptions Of Modern Technology Integration In The Hospitality Industry |
| title_full_unstemmed | Customer Perceptions Of Modern Technology Integration In The Hospitality Industry |
| title_short | Customer Perceptions Of Modern Technology Integration In The Hospitality Industry |
| title_sort | customer perceptions of modern technology integration in the hospitality industry |
| topic | hospitality and tourism industry modern technologies customer experience; two-sample t-test k-means clustering. |
| url | https://hrcak.srce.hr/file/461943 |
| work_keys_str_mv | AT tomislav customerperceptionsofmoderntechnologyintegrationinthehospitalityindustry |