The purpose of this study is to analyze the acceptance intention to promote the introduction of digital technology in the Chinese tourism industry, focusing on the introduction and utilization of digital technology by tourism companies. Specifically, this study adopts the paradox perspective as a th...
The purpose of this study is to analyze the acceptance intention to promote the introduction of digital technology in the Chinese tourism industry, focusing on the introduction and utilization of digital technology by tourism companies. Specifically, this study adopts the paradox perspective as a theoretical lens to examine the technological paradox emerging due to the development of digital technology in the tourism industry, and seeks ways for tourism companies to use digital technology to create sustainable results. This study hypothesized that the tendency to use new digital technologies could affect the ambivalence of the tourism industry, and 800 data collected by conducting a survey of Chinese tourism companies using digital technology were used for analysis. This study conducted cluster analysis using SPSS and verified the hypothesis through partial least squares structural equation modeling (PLS-SEM). The results showed that technology readiness factors such as innovation, optimism, discomfort, and instability all influence the attitude of accepting digital technology. In addition, it was confirmed that the attitude of accepting digital technology had a significant effect on the intention to use. Finally, we analyzed the moderating effect of technology paradox in the relationship between technology readiness and acceptance attitude. As a result of the analysis, there was a moderating effect of the technology paradox motivator in the relationship between discomfort, instability, and acceptance attitude, but the technology paradox motivator did not show any significance in the relationship between innovation performance, optimism, and acceptance attitude. Furthermore, in the relationship between optimism, discomfort, instability, and acceptance attitude, the moderating effect of technology paradox inhibitors was shown, but in the relationship between innovation and acceptance attitude, the technology paradox inhibitors showed no significance. Based on these discussions, this study examined the effects of paradoxical attitudes related to the use of digital technology on technology acceptance in the recent tourism industry, and based on this, proposed detailed and differentiated strategies to revitalize the company's sustainable growth and further the tourism industry.
The purpose of this study is to analyze the acceptance intention to promote the introduction of digital technology in the Chinese tourism industry, focusing on the introduction and utilization of digital technology by tourism companies. Specifically, this study adopts the paradox perspective as a theoretical lens to examine the technological paradox emerging due to the development of digital technology in the tourism industry, and seeks ways for tourism companies to use digital technology to create sustainable results. This study hypothesized that the tendency to use new digital technologies could affect the ambivalence of the tourism industry, and 800 data collected by conducting a survey of Chinese tourism companies using digital technology were used for analysis. This study conducted cluster analysis using SPSS and verified the hypothesis through partial least squares structural equation modeling (PLS-SEM). The results showed that technology readiness factors such as innovation, optimism, discomfort, and instability all influence the attitude of accepting digital technology. In addition, it was confirmed that the attitude of accepting digital technology had a significant effect on the intention to use. Finally, we analyzed the moderating effect of technology paradox in the relationship between technology readiness and acceptance attitude. As a result of the analysis, there was a moderating effect of the technology paradox motivator in the relationship between discomfort, instability, and acceptance attitude, but the technology paradox motivator did not show any significance in the relationship between innovation performance, optimism, and acceptance attitude. Furthermore, in the relationship between optimism, discomfort, instability, and acceptance attitude, the moderating effect of technology paradox inhibitors was shown, but in the relationship between innovation and acceptance attitude, the technology paradox inhibitors showed no significance. Based on these discussions, this study examined the effects of paradoxical attitudes related to the use of digital technology on technology acceptance in the recent tourism industry, and based on this, proposed detailed and differentiated strategies to revitalize the company's sustainable growth and further the tourism industry.
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