Stand by me: analyzing the tourist–intelligent voice assistant relationship quality
Stand by me: analyzing the tourist–intelligent voice assistant relationship quality
Purpose: This paper aims to explore tourist perceived value and attachment to intelligent voice assistants (IVAs) as antecedents of the quality of the human–IVA relationship in the hospitality domain. This research also examines the moderating role of psychological factors (self-esteem) and knowledge factors (past experience and technology expertise) in the relationships between antecedents and relationship quality. Design/methodology/approach: The researchers conducted two quantitative studies, collecting data via online surveys in Mechanical Turk (n1 = 124 and n2 = 281). The proposed model was tested using partial least squares structural equation modeling. Findings: The first study uncovers that tourist perceived value is the main influence on the quality of the relationship between tourists and IVAs. The second study confirms the direct relationships of the first and shows that self-esteem and technology expertise act as moderators. Practical implications: This study advances the understanding of the tourism and hospitality stakeholders in using modern technologies (e.g. IVAs). Through comprehending the relationship building between individuals and IVAs, the stakeholders will be able to craft better strategies. Originality/value: The study extends the attachment and social exchange theories to the tourist–IVA relationship context. Specifically, this research demonstrates the impact of tourist perceived value on the quality of the relationship with the IVA. It also points out that tourists’ self-esteem and technology expertise can weaken the tourist–IVA relationship.
Attachment theory, Past experience, Perceived value, Relationship quality, Self-esteem, Social exchange theory, Technology expertise
3840-3859
Loureiro, Sandra Maria Correia
f251a29d-fcbd-43cc-b5f3-5f1cb507f3d0
Japutra, Arnold
004a3f8c-4d07-4cc7-8660-c5b3a5983760
Molinillo, Sebastian
e885b292-1126-4742-b838-bf7d0e045453
Bilro, Ricardo Godinho
16770ecb-054d-4fa0-afff-4a9b8a31e238
17 November 2021
Loureiro, Sandra Maria Correia
f251a29d-fcbd-43cc-b5f3-5f1cb507f3d0
Japutra, Arnold
004a3f8c-4d07-4cc7-8660-c5b3a5983760
Molinillo, Sebastian
e885b292-1126-4742-b838-bf7d0e045453
Bilro, Ricardo Godinho
16770ecb-054d-4fa0-afff-4a9b8a31e238
Loureiro, Sandra Maria Correia, Japutra, Arnold, Molinillo, Sebastian and Bilro, Ricardo Godinho
(2021)
Stand by me: analyzing the tourist–intelligent voice assistant relationship quality.
International Journal of Contemporary Hospitality Management, 33 (11), .
(doi:10.1108/IJCHM-09-2020-1032).
Abstract
Purpose: This paper aims to explore tourist perceived value and attachment to intelligent voice assistants (IVAs) as antecedents of the quality of the human–IVA relationship in the hospitality domain. This research also examines the moderating role of psychological factors (self-esteem) and knowledge factors (past experience and technology expertise) in the relationships between antecedents and relationship quality. Design/methodology/approach: The researchers conducted two quantitative studies, collecting data via online surveys in Mechanical Turk (n1 = 124 and n2 = 281). The proposed model was tested using partial least squares structural equation modeling. Findings: The first study uncovers that tourist perceived value is the main influence on the quality of the relationship between tourists and IVAs. The second study confirms the direct relationships of the first and shows that self-esteem and technology expertise act as moderators. Practical implications: This study advances the understanding of the tourism and hospitality stakeholders in using modern technologies (e.g. IVAs). Through comprehending the relationship building between individuals and IVAs, the stakeholders will be able to craft better strategies. Originality/value: The study extends the attachment and social exchange theories to the tourist–IVA relationship context. Specifically, this research demonstrates the impact of tourist perceived value on the quality of the relationship with the IVA. It also points out that tourists’ self-esteem and technology expertise can weaken the tourist–IVA relationship.
This record has no associated files available for download.
More information
Published date: 17 November 2021
Additional Information:
Publisher Copyright:
© 2021, Emerald Publishing Limited.
Keywords:
Attachment theory, Past experience, Perceived value, Relationship quality, Self-esteem, Social exchange theory, Technology expertise
Identifiers
Local EPrints ID: 500216
URI: http://eprints.soton.ac.uk/id/eprint/500216
ISSN: 0959-6119
PURE UUID: 8c08f78c-879b-4e5f-92c3-f5845c1e1b55
Catalogue record
Date deposited: 22 Apr 2025 17:11
Last modified: 23 Apr 2025 02:14
Export record
Altmetrics
Contributors
Author:
Sandra Maria Correia Loureiro
Author:
Arnold Japutra
Author:
Sebastian Molinillo
Author:
Ricardo Godinho Bilro
Download statistics
Downloads from ePrints over the past year. Other digital versions may also be available to download e.g. from the publisher's website.
View more statistics