Influence of Technology on Consumer Behavior in the Digital Era
Article Sidebar
Main Article Content
บทคัดย่อ
The purpose of this research is to study how technology impacts consumer behavior within the hospitality sector with the introduction of mobile and the Internet of Things and social media. With the rapid development of technologies, the social behavior habits of consumers have significantly changed and are no longer in line with non-internet era. As digital technologies have greater integration in our everyday life, the hospitality sector, in this case restaurants, needs to be adapted respectively with deeper integration of newer technologies within its environment. 203 respondents responded to a questionnaire launched online. Another 1534 were observed to solidify the survey results. Respondents and those observed were classified into three groups – students, working professionals, and travelers. Data were analyzed by statistical program SPSS to show the mean, standard deviation, t-test, and significant values. Our study shows that current mobile applications lack the integration of significant factors found essential to consumers in the hospitality industry. The factors are the venue quality, convenience, transportation time, parking space, and whom to go with. It is vital for the hospitality industry to capture these factors and integrate the Internet of Things.
Article Details
ทัศนะและความคิดเห็นที่ปรากฏในบทความในวารสาร ถือเป็นความรับผิดชอบของผู้เขียนบทความนั้น และไม่ถือเป็นทัศนะและความรับผิดชอบของกองบรรณาธิการ ยินยอมว่าบทความเป็นลิขสิทธิ์ของวารสาร
References
Allen, R. (2017). Snap Chat marketing statistics. Available at: https://www.smartinsights.com/social-media-marketing/snapchat-marketing-statistics/.
Buhalis, D., & Law, R. (2008). Progress in information technology and tourism management: 20 years on and 10 years after the Internet-The state of eTourism research. Tourism Management, 29(4), 609–623.
Buhalis, D., & Leung, R. (2018). Smart hospitality—Interconnectivity and interoperability towards an ecosystem. International Journal of Hospitality Management, 71, 41–50.
Chaffey, D. (2018). Mobile Marketing Statistics compilation. Retrieved January 5, 2018, from https://www.smartinsights.com/mobile-marketing/mobile-marketinganalytics/mobilemarketing-statistics/
Cohen, S., Prayag, A., & Girish, M.M. (2014). Consumer behaviour in tourism: Concepts, influences and opportunities. Current Issues in Tourism, 17(10).
Guo, Y., Liu, H., & Chai, Y. (2014). The embedding convergence of smart cities and tourism internet of things in China: An advance perspective. Advances in Hospitality and Tourism Research (AHTR), 2(1), 54–69.
Huey, J. (2014). HOSPA Explains the “Internet of Things.” Hospitality Finance, Revenue and IT Professionals. Retrieved June 8, 2016, from http://www.hospa.org/en/weblog/2014/03/24/hospaexplains-internet-things/#.V1gMH2bUUVq
Kerravela, Z. (2015). How the hospitality industry is embracing the Internet of Things. Network World. Retrieved June 7, 2016, from http://www.networkworld.com/article/2951474/cisco-subnet/howthe-hospitality-industry-is-embracing-the-internet-of-things.html
Kumar, K. (2016). A theoretical framework for understanding consumer behavior towards smartwatches. GE-International Journal of Management Research, 4(11).
Law, R., Leung, R., & Buhalis, D. (2009). Information Technology Applications in Hospitality and Tourism: a Review of Publications from 2005 to 2007. Journal of Travel & Tourism Marketing, 26(5–6), 599–623.
Lee, I. (2017). The Internet of Things: Breakthroughs in Research and Practice: Breakthroughs
in Research and Practice, Management Association, Information Resources. Retrieved June 8, 2016, from https://books.google.co.uk/books?id=Zh3GNd9M1oUC&printsec=frontcover&source=gbs_ge_summary_r&cad=0.
Luftman, J., Lyytinen, K., & Zvi, T. B. (2017). Enhancing the measurement of information technology (IT) business alignment and its influence on company performance. Journal of Information Technology, 32(1), 26–46.
Pena, M.D.V., Rodriguez-Andina, J.J., & Manic, M. (2017). The Internet of Things: The Role of Reconfigurable Platforms. IEEE Industrial Electronics Magazine, 11(3).
Wang, D., Park, S., & Fesenmaier, D.R. (2012). The Role of Smartphones in Mediating the Touristic Experience. Journal of Travel Research, 51(4), 371–387.
West, D.M. (2013). How 5G technology enables the health internet of things. Proceedings of the 25th Australian Computer-Human Interaction Conference on Augmentation, Application, Innovation, Collaboration - OzCHI. Retrieved July 13, 2016, from http://dl.acm.org/citation.cfm?id=2541048%5Cnhttp://dl.acm.org/citation.cfm?doid=2541016.2541048%5Cnhttp://dl.acm.org/citation.cfm?doid=2541016.2541048.