One-touch Away From the Ordinary - The Rise of Mobile Applications Among Hotel Marketing Strategies = Egy érintésre a megszokottól - A mobil applikációk felemelkedése a hotel marketingstratégiák körében

Absztrakt (kivonat)

The effect of the constantly evolving and ever-changing technological achievements has already taken its toll in the hotel industry. The primary objective of my research is examining the elements that have an effect on the acceptance of hotel mobile technology. My research question examines whether the implementation of this trending technological solution will enhance overall guest experience in the hotel environment. Regarding my research methodology, the UTAUT2-Model does not only formulate the basis of the questions for my in-depth interviews with hotel industry professionals, but functions as a strategic guideline for summarizing my findings. My research includes exploring the connection between the performance expectancy and effort expectancy of the applications, furthermore, the effects of social influence and hedonic motivation in respect to behavioral intention is considered. The results of my research suggested that the appliance of mobile technology is able to enhance guest experience, however, its implementation was rather inspired by hotel technology modernizing motives, instead of taking advantage of this modern advertising tool. In respect to behavioral intention, the strongest variables were performance expectancy and effort expectancy. Hedonistic motivation was also a key element of the acceptance, while social influence turned out to be a less significant one. Further consideration of this research topic could be examining the opinions of hotel guests directly. My research opened new perspectives in respect to subjects such as restructuring the scope of employee activities or their relationship with hotel guests. These dimensions can be applied as a basis for further and more detailed empirical studies. This research would not only aim to be useful for those working in the hotel industry sector as far as the implementation of hotel mobile technology is concerned, but would also give the reader a complex overview of one of the trending hotel technology solutions nowadays.