Exploring the Impact of Anticipated Customer Experience Quality on the Intention to Visit Smart Hotel Based on the Attributes of Smart Hotel: Moderating Effect of Situational Factors = Exploring the Impact of Anticipated Customer Experience Quality on the Intention to Visit Smart Hotel Based on the Attributes of Smart Hotel: Moderating Effect of Situational Factors

다국어 초록 (Multilingual Abstract)

Smart technologies are gradually changing our lives and the hotel industry, artificial intelligence (AI), data driven system, and service robots are increasingly applied in the hotel industry. The current research focus of smart hotel is still the perception and evaluation of existing customers on the most advanced technology. However, the research about smart hotel attributes is less, particularly there is a blank about the combination of smart hotel attributes and situational factors. Therefore, it is necessary to identify how smart hotel attributes affect tourists' visit intention and how do situational factors moderate customers' anticipated emotions and visit intention.
This study is based on the framework of smart hotel attributes and introduces three situational factors to explore how customers' evaluation of smart hotel attributes affect anticipated customer experience quality, the anticipated positive or negative emotions, and finally affect the visit intention, as well as the moderate effect of situational factors on anticipated emotions and visit intention. Therefore, this study try to answer the following questions: First, will customers' visit intention in smart hotels be affected by the attributes of smart hotels and the anticipated customer experience quality? Second, how do situational factors moderate the relationship between customers' anticipated emotions and their visit intention in smart hotels?
Quantitative research methods are used in this study. Except for the questionnaire method, the experimental method is also applied to exam the situational factors by using a method of simulating visiting in the hotel. In the design, the length of queue, the complexity of service and the degree of perceived crowded will be controlled. After then, put the research data into the statistical software for demographic analysis, structural equation model analysis and hypothesis test. Finally, the relationship among smart hotel attributes, anticipated customer experience quality, anticipated emotions and visit intention, as well as the moderate effect of situational factors on anticipated emotion and visit intention are obtained.
The current research about smart hotel is still in its infancy stage. This study will expand the theoretical model of smart hotel, and also fill the blank of situational factors in the research of smart hotel attributes. As for practical significance, according to the results, some suggestions will be put forward for the smart hotel industry to create high-quality service experience, and also suggest the smart hotel industry to stimulate anticipated customer experience quality according to the attributes of smart hotel, so that customers can clearly see the innovative products and services of smart hotel.