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PurposeDigital tourism has drawn the attention of researchers around the globe. This study aims to assess the digital tourism experience for tourist site revisit from an emerging market perspective.Design/methodology/approachAnchored on the social cognitive theory, the study employed a quantitative method, using the convenience sampling to select 328 participants who responded to tourism and technology sharing items through an online questionnaire. The study's hypotheses were tested utilizing structural equation modelling.FindingsThe results suggest a significant influence of technology-based service innovativeness on service value, tourist site revisits and experience sharing through technology. Further, the findings also revealed the significant influence of service value on tourist site revisit and experience-sharing through technology.Research limitations/implicationsThis study was conducted with only clients or tourists, and this limits generalization of the study's findings.Practical implicationsThe study offers the understanding of how tourist site operators and all stakeholders have to deploy new ways of technology-based service innovation to get maximum return on their investment in the hospitality industry.Originality/valueThe outcome of this research advanced the linkage between technology and tourism in context, which is important to policymakers and practitioners in the sector.
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PurposeThe main purpose of this paper is to explore the impact of digital technologies on the promotion of tourist offer from the perspective of family businesses. The paper tries to provide a better understanding of the factors that determine the use of digital technologies in the family tourism business, both in the modern digital world and in times of uncertainty and crisis caused by the COVID-19 pandemic.Design/methodology/approachThe survey method was used in the realization of the research. Data were collected using a stratified random sample of 86 tourism providers in Montenegro and analyzed by using SEM models, logistic regression and descriptive statistics.FindingsThe results showed that the demographic characteristics of the respondents were the least important factors in the analysis;while factors that significantly affected the use of digital technologies in Montenegrin tourism included the nature of future tourism trends perceived by respondents, crisis and uncertainty caused by the COVID-19 pandemic, participants' perceptions, attitudes and understanding of the specificities of digital technologies and benefits they offer to tourists, perceived from the perspective of the family business representative. Furthermore, the results of logistic regression revealed that pandemic had stronger consequences on micro and small enterprises, compared to those imposed on medium-sized firms. These impacts relate to changes in organization and redesign of workflows, altered communication from traditional to digital and increased importance of business innovations. On the other hand, the increased significance of integration of marketing channels for multiple target segments, as a consequence of the COVID-19 pandemic, was stronger pronounced in medium-sized businesses compared to micro and small ones.Originality/valueThe results obtained may serve the holders of the tourist offer, managers and decision-makers when making decisions on the imposition of digital technologies in tourism, in order to secure global reach business, multi-channel tourist interaction, cost-saving and being ahead of competitors. This enables an integrated analysis that forms the basis for further creation of tourism and marketing policies at the individual and collective level to attract tourists and strengthen Montenegro's competitiveness as a destination.
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The present investigation takes a qualitative approach to explore Airbnb's Online Experience as a new virtual tourism initiative through the lens of attention restoration theory. Data were collected from tourist reviews at Airbnb's platform with an emphasis on touring services such as sightseeing and cultural immersion sessions. Our findings first point to a multitude of virtual tour experiences germane to deep immersion, authenticity, nostalgia, hedonism, past-present resonance, novelty, learning, social interaction, and escape. These stay-at-home virtual restorative experiences were infused by Airbnb's state-of-the-art platform with features such as a super host, storytelling, personalization, virtual connection, stay-at-home indulgence, and technology enablement, which ultimately transcend home as the center stage for virtual attention restoration under the COVID-19 new normal. (PsycInfo Database Record (c) 2022 APA, all rights reserved)
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Purpose: The purpose of this study is to examine how consumers perceive the importance of using robot technologies for 12 services evaluated under two categories considering the technology acceptance model (TAM). Design/methodology/approach: The conceptual model analysis used structural equation modeling with the partial least squares estimation method, considering 638 responses. Findings: The results revealed that the perceived importance (PI) of robotic service delivery tasks under "room division” and "food and beverage and secondary services” affect perceived usefulness (PU) and perceived ease of use (PEOU) differently. Besides, PEOU and PU significantly influence attitudes toward using robot-staffed hotels. Research limitations/implications: The nonprobability convenience sampling method was used as the data collection method. Future studies that prefer probabilistic methods will open a different perspective for evaluating the results. Practical implications: This study's empirical findings reveal which robot-delivered services are found significant by the customers and contribute to increased customer satisfaction and loyalty. In addition, it guides accurate demand and investment planning for the tourism and hospitality industry in the post-COVID-19 era. Originality/value: To the best of the authors' knowledge, previous literature has not tested or confirmed the effects of PI related to two groups of robotic service delivery tasks on utilitarian variables. This study contributes to the literature by examining how different robotic service delivery tasks are linked to the TAM framework in a hotel setting. © 2022, Emerald Publishing Limited.
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Purpose The main purpose of this paper is to explore the impact of digital technologies on the promotion of tourist offer from the perspective of family businesses. The paper tries to provide a better understanding of the factors that determine the use of digital technologies in the family tourism business, both in the modern digital world and in times of uncertainty and crisis caused by the COVID-19 pandemic. Design/methodology/approach The survey method was used in the realization of the research. Data were collected using a stratified random sample of 86 tourism providers in Montenegro and analyzed by using SEM models, logistic regression and descriptive statistics. Findings The results showed that the demographic characteristics of the respondents were the least important factors in the analysis, while factors that significantly affected the use of digital technologies in Montenegrin tourism included the nature of future tourism trends perceived by respondents, crisis and uncertainty caused by the COVID-19 pandemic, participants' perceptions, attitudes and understanding of the specificities of digital technologies and benefits they offer to tourists, perceived from the perspective of the family business representative. Furthermore, the results of logistic regression revealed that pandemic had stronger consequences on micro and small enterprises, compared to those imposed on medium-sized firms. These impacts relate to changes in organization and redesign of workflows, altered communication from traditional to digital and increased importance of business innovations. On the other hand, the increased significance of integration of marketing channels for multiple target segments, as a consequence of the COVID-19 pandemic, was stronger pronounced in medium-sized businesses compared to micro and small ones. Originality/value The results obtained may serve the holders of the tourist offer, managers and decision-makers when making decisions on the imposition of digital technologies in tourism, in order to secure global reach business, multi-channel tourist interaction, cost-saving and being ahead of competitors. This enables an integrated analysis that forms the basis for further creation of tourism and marketing policies at the individual and collective level to attract tourists and strengthen Montenegro's competitiveness as a destination.
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China used to be the world's leading nation in terms of international (outward) tourism till the COVID-19 outbreak. However, due to the COVID-19 crisis, several new macro and micro-level factors might affect their international (outward) traveling behavior. The purpose of the current research was to examine the avoidance of international traveling for leisure in the Chinese population. The goal of the study was to highlight the importance of information self-efficacy and digital literacy as the key factors influencing tourists' traveling readiness. To achieve the goal, the study adapted the quantitative instruments from existing sources to map media exhaustion, information overload, and perceived health concerns, i.e., perceived effectiveness of health-protective measures, fear of new possible outbreaks, and pandemic crisis at source and destination. Chinese citizens' opinions were collected during the third quarter of the year 2022. Specifically, the quantitative survey from China collected a total number of 1308 respondents. This study used the statistical analysis software SPSS to analyze collected data. The findings conclude that the role of media is pivotal to shaping and predicting future trends in tourism preferences, perception of protective measures against COVID-19, and perceived seriousness of the pandemic crisis in the Chinese population. In addition, technology readiness (as hard self-efficacy) and health-related information literacy (soft self-efficacy) are critical to cope with the dark aspects of information exhaustion, overload, and pandemic seriousness in the post-truth era. The study is unique, as it examines the role of the seriousness of the pandemic at its source and destination and fear of new outbreaks simultaneously, underlining the potential future of immersive tourism (i.e., virtual reality, augmented reality, or mixed reality-based tourism). This study has drawn interesting theoretical and practical implications for researchers, policymakers, and academicians.
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Purpose: The purpose of this study is to examine how consumers perceive the importance of using robot technologies for 12 services evaluated under two categories considering the technology acceptance model (TAM). Design/methodology/approach: The conceptual model analysis used structural equation modeling with the partial least squares estimation method, considering 638 responses. Findings: The results revealed that the perceived importance (PI) of robotic service delivery tasks under “room division” and “food and beverage and secondary services” affect perceived usefulness (PU) and perceived ease of use (PEOU) differently. Besides, PEOU and PU significantly influence attitudes toward using robot-staffed hotels. Research limitations/implications: The nonprobability convenience sampling method was used as the data collection method. Future studies that prefer probabilistic methods will open a different perspective for evaluating the results. Practical implications: This study’s empirical findings reveal which robot-delivered services are found significant by the customers and contribute to increased customer satisfaction and loyalty. In addition, it guides accurate demand and investment planning for the tourism and hospitality industry in the post-COVID-19 era. Originality/value: To the best of the authors’ knowledge, previous literature has not tested or confirmed the effects of PI related to two groups of robotic service delivery tasks on utilitarian variables. This study contributes to the literature by examining how different robotic service delivery tasks are linked to the TAM framework in a hotel setting. © 2022, Emerald Publishing Limited.
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Europe, with all its common sights, has an enviable wealth of history and cultural heritage. With its many monuments, sites, traditions, history, art, and culture, it has always attracted curious views and tells centuries-old stories to many tourists and visitors. At the heart of Europe, Bosnia and Herzegovina (BiH), founded in the 11th century, with its picturesque past, has always been at the crossroads of faith and civilizations. The key audience of tourism in BiH are nature lovers, adventurers and young and digital nomads, who represent great potential for the development of this sector given their nature of work, to be able to work from any location, and during the COVID-19 period. Furthermore, the importance of the diaspora for the development of tourism in BiH goes beyond tourist visits and helps BiH on its path to digital transformation. Digital tourism refers to how we use digital tools to organize, manage and even enjoy the travel experience. It uses all of the tools of digital transformation to change how we travel and experience different sites. Through digitalization, we want to reach every individual who passes through this country and further attract lovers of European history and culture, offer them a different, more creative, and innovative approach to learning about the cultural and historical treasures it hides. The goal of digital tourism is to raise awareness of the importance of cultural heritage, provide new opportunities for visitors and bring new knowledge. Therefore, this paper provides an overview of the possibilities of digital representations of the medieval historical period of BiH through identified pillars of digital reconstruction, and ways to connect the movable cultural heritage residing in the museums with real sites in an attempt to contribute to its promotion through digital tourism. © 2022 Copyright for this paper by its authors.
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Purpose>This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies.Design/methodology/approach>This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context. 10;Findings>The connection between technological innovation and the tourism industry is creating a more successful business model and more positive customer experiences.Originality/value>The briefing saves busy executives, strategists and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.
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Visitingjogja.com, a website dedicated to restoring tourism in the Yogyakarta Special Region after the COVID-19 pandemic, is examined in this article. The presence of the COVID-19 pandemic has had a significant impact on the tourism sector. Digital tourism, which incorporates ICT, the internet of things (IoT), and artificial intelligence (AI), as well as other emerging technologies, is one way to revitalize the tourism industry (AI). This study employs a qualitative method and an exploratory research methodology to investigate the use of the website to create a digital tourism system. Web analysis using the rank watch software tool to collect data aid in the investigation. Web Analytics is a methodological study or technique used to collect, measure, report, and analyze illustrated websites based on sentiment analysis, grouping, and topic modeling. Use of Web Analytics to analyze website performance and optimize website usage. We use the Web Analytics analysis method to track organic keywords and analyze performance, activity, and traffic flow on the VisitingJogja.com website. The results of the analysis of the data findings show;1) Website VisitingJogja.com performance is excellent to use;2) The promotion strategy carried out by the Yogyakarta Special Region Tourism Office through the VisitingJogja.com website has become an effective information medium. 3) The activity of using the VisitingJogja.com website has not been maximally used as a tourism recovery strategy in the Special Region of Yogyakarta. © 2022, The Author(s), under exclusive license to Springer Nature Switzerland AG.
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The metaverse promises an unimaginable future for digital travelers by enabling them to gain unique experiences (e.g., space travel) that would otherwise be impossible in non-virtual reality. Moreover, COVID-19 travel anxiety has triggered growing interest in virtual environments (e.g., metaverse travel) in the aftermath of the pandemic. The cost-conscious and tech-savvy behavior of travelers has been resurrected in the ‘new normal’;however, the fear of missing out (FOMO) is now dictating travelers’ choices for newness, immersive and rewarding travel experiences. To address these emerging trends, promising new technologies, and untested relationships, the present study explored the effects of COVID-19 travel anxiety on the readiness for metaverse space travel. In addition, the moderating influence of tech savviness and travel FOMO was tested on this relationship. Drawing on data of international expats (N = 386) in UAE, the finding based on structural equation modeling (SEM) revealed that the international expat’s readiness for metaverse space travel is positively influenced by their COVID-19 travel anxiety. Moreover, expats with high tendencies of travel FOMO and tech savviness will experience a stronger impact of COVID-19 travel anxiety on their readiness for metaverse space travel. These novel findings guided by prominent theories (e.g., self-determination, SOR, and protection motivation) offer new insights for policy makers and practitioners to strategically achieve digital-tourism transformation and sustainability through emerging and immersive metaverse technologies.
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The emergence of Covid-19 and its rapid global spread disrupted nearly a decade of dynamic growth in Hungarian tourism. In 2020, significant restrictions and pandemic measures were introduced in all countries, leading to significant challenges for both the supply and demand sides of the tourism industry. Our study focuses on the consumer side through an examination of digital technology applications for tourism information gathering, and the changes in the tourism decision-making process caused by the pandemic. The role of several digital platforms has clearly been enhanced during the pandemic, but the picture is shaded by the significant differences in information gathering between the consumer groups presented in the primary research. The findings highlight those youngsters are very conscious of gathering information before travelling, but still many of them are unaware of and less interested in the travel-focused social networking platforms that have gained in importance in recent years. © 2022 Infonia. All rights reserved.
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The current pandemic is accelerating the wide-spreading popularity of digital tourism. Given that technology innovation has broadened the horizon of tourist experiences to the realm of virtual environments, this study aims to (re)conceptualize travel experience and develop a theoretical framework to examine media technology effects on virtual travel experience, destination image, and tourists’ well-being. As a conceptual work, this study adopts technological perspectives on online travel media to decompose technology attributes and articulate distinctive effects of technology-centric variables. The proposed framework illustrates five propositions that specify and explain the relationships among technology-centric variables (modality, agency, interactivity, and navigability), three groups of moderators (user-centric, content-centric, and situation-centric variables), virtual travel experience, destination image, and psychological wellbeing. By adopting the variable-centered approach to decompose online travel media, this study provides a new theoretical lens to understand the psychological mechanism of media technology effects in digital tourism. The framework will serve as useful methodological guidelines to conduct experiments to investigate the distinctive effect of a particular affordance or a specific technical feature. The potential benefits of digital tourism to enhance tourists’ wellbeing are discussed by highlighting the environmentally friendly and inclusive aspects.
ABSTRACT
The present investigation takes a qualitative approach to explore Airbnb's Online Experience as a new virtual tourism initiative through the lens of attention restoration theory. Data were collected from tourist reviews at Airbnb's platform with an emphasis on touring services such as sightseeing and cultural immersion sessions. Our findings first point to a multitude of virtual tour experiences germane to deep immersion, authenticity, nostalgia, hedonism, past-present resonance, novelty, learning, social interaction, and escape. These stay-at-home virtual restorative experiences were infused by Airbnb's state-of-the-art platform with features such as a super host, storytelling, personalization, virtual connection, stay-at-home indulgence, and technology enablement, which ultimately transcend home as the center stage for virtual attention restoration under the COVID-19 new normal.