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Trivino Weaver, Karem Lucenith (2024) Impact of web communication on usage intention of self-service kiosks in the hospitality industry. Masters thesis, Dublin, National College of Ireland.
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Abstract
In a world of constant technological evolution, it's surprising to see how automation seems invisible to the eyes of hotel consumers; they appear to be interested in nothing but internet access when it comes to hotel technology. Despite various studies and models for adapting self-service technologies that have been conducted to explain the low adoption of self-service kiosks (SSKs) in hotels, no previous research had questioned the extent to which marketing practices impact this, and more specifically, how specific communication channels, like the hotel website, influence people's willingness to use these kiosks. Most studies have rushed to examine the impact of SSKs on the demographic characteristics of consumers and to measure the consequences of replacing people with machines, but they have overlooked the importance of adequately preparing individuals before their first encounter with the kiosk.
To carry out this study, an interpretative philosophy and an inductive method were applied, employing a qualitative research approach. A total sample of 8 individuals, considered active travellers based on certain characteristics explained in the study's methodology, was selected. A semi-structured interview was used to gather data, which was then analysed. All ethical considerations appropriate for an optimal study were taken into account, and the limitations of the research were also highlighted.
This study confirmed that there is a significant impact between the web communication offered by hotels and the intention to use self-service kiosks (SSKs) in hotel establishments. This web communication should be considered a preliminary stage in all future models of new technology adoption, thus challenging the gaps in all previous models presented in the literature review. This study demonstrates that the web can be a decisive influencer in the prolonged use and subsequent adoption of kiosks. This research is a significant contribution to the hotel industry, scholars of digital marketing communication strategies, as well as to developers and distributors of SSK but is especially important for all hotel consumers.
| Item Type: | Thesis (Masters) |
|---|---|
| Supervisors: | Name Email Loughnane, Gerard UNSPECIFIED |
| Subjects: | H Social Sciences > HM Sociology > Information Science > Communication H Social Sciences > HF Commerce > Marketing > Consumer Behaviour H Social Sciences > HD Industries. Land use. Labor > Specific Industries > Hospitality Industry H Social Sciences > HF Commerce > Marketing |
| Divisions: | School of Business > Master of Science in Marketing |
| Depositing User: | Ciara O'Brien |
| Date Deposited: | 14 Aug 2025 11:46 |
| Last Modified: | 14 Aug 2025 11:46 |
| URI: | https://norma.ncirl.ie/id/eprint/8540 |
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