Hotel Guests’ Social Media Acceptance in Luxury Hotels

tom Dieck, MC, Jung, TH, Kim, W and Moon, Y (2017) Hotel Guests’ Social Media Acceptance in Luxury Hotels. International Journal of Contemporary Hospitality Management, 29 (1). pp. 530-550. ISSN 0959-6119

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Abstract

Purpose This paper aims to propose and test a modified TAM model for the social media networks (SMNs) in the luxury hotel context, integrating satisfaction and continued usage intention, using a mixed method approach. SMNs have revolutionized the way people communicate, search for information, and share experiences. The technology acceptance model is the predominant theory for researching technology acceptance; however, there is a gap in identifying and testing context-specific constructs. Design/methodology/approach This paper uses a mixed-method approach. The researchers conducted 16 interviews and 258 questionnaires with luxury hotel guests. Following the collection of data, interviews and questionnaires were analyzed using thematic and partial least square analysis. Findings Findings show that accessibility, trust, social influence and perceived benefits influence perceived ease of use and perceived usefulness, which affect attitude and satisfaction and ultimately continued usage intentions. Findings also reveal that enjoyment, although qualitatively proposed, does not influence luxury hotel guests’ SMNs continued usage intention. Practical implications This study suggests that hotel managers have to concentrate their marketing efforts in enhancing SMN’s interaction and increasing the number of positive reviews to retain current customers and acquire new ones. Hotels should also develop effective mobile strategies by adopting mobile social network webs and applications as accessibility becomes more important in today’s marketplace. Originality/value Former scholars adopted the approach of proposing external dimensions based on previous research; and thus, did not integrate up-to-date and context-specific variables. Therefore, the present paper uses a new approach by exploring SMN-specific dimensions and testing them in the luxury hotel context.