How Do Customers React to Technology in the Hospitality and Tourism Industry?

Growing scientific attention to technology has led to new guidelines for comprehending consumers' experiences with the technology. Understanding the relationship between technology and consumers is crucial for advancing thought as well as practice in this subject. This study aims to look at the origins, significant subjects, scientific advances, and future advancements in customer reactions to technological research. To accomplish this aim, we ran analysis in R with the visualization tools VOSviewer and Biblioshiny in order to conduct a bibliometric study. Employing the Boolean strategy, journal articles were obtained from the Scopus database up to August 17, 2022. This research looked at customer reactions to technology literature from various angles, including citations, journals, keywords, and geographies. Then, bibliographic coupling, co-citation, and co-occurrence analysis were carried out. The analysis showed how customer reactions to technology literature have changed over the past 2 decades. This study provided insight into the role of technology adoption and COVID-19 in customer reactions to technology, and identified potential and constraints in this area. © The Author(s) 2023.

Transformation of the hospitality services marketing structure: a chaos theory perspective

Purpose: Drawing on chaos theory as an overarching approach, as well as guidelines from effectuation and transformative learning theories, this study aims to evaluate the changing marketing channels in the hospitality industry in the wake of the COVID-19 pandemic. It also aims to develop a conceptual framework that demonstrates the transformation of the marketing structure;in particular, the transformation of hospitality organizations, employees and customers. Design/methodology/approach: The study uses the hermeneutic method and conceptually evaluates the existing actors of the services marketing structure. It also discusses how to transform this structure into the new normal in the wake of the COVID-19 pandemic. Findings: The findings of the study demonstrated that COVID-19 has resulted in changing marketing channels in the hospitality industry. These include external, internal, interactive and substitutional marketing channels. In response to these changes, the hospitality industry needs to adopt a more transformative marketing structure that requires the transformation of hospitality companies, employees and customers. Research limitations/implications: The conceptualized transformation of the services marketing structure could help hospitality practitioners, employees and customers to understand the new normal and acquire new abilities, meanings, awareness and learning accordingly. Originality/value: This study uses chaos, effectuation and transformative learning theories to reconceptualize the hospitality services marketing structure. The contribution of this paper lies in the conceptual pathways it suggests for transforming hospitality firms, employees and customers and for demonstrating their transformed roles and positions in the wake of the pandemic. © 2021, Emerald Publishing Limited.