Examining the role of influencing factors on value co-creation through technologies equipped with artificial intelligence and knowledge management in the tourism industry
Subject Areas : Knowledge ManagementMohammad bashokouh 1 , Iman Ghasemi hamedani 2
1 - د
2 -
Keywords: Customer-based factors, technologies equipped with artificial intelligence, effectiveness of value co-creation, knowledge management, tourism.,
Abstract :
In the 21st century, the growth of new technologies, especially in tourism, is inevitable. The development of information and communication technology has also caused significant changes in tourism behavior. The current research is devoted to the analysis of the effective factors on value co-creation through technologies equipped with artificial intelligence and knowledge management in the tourism industry. This research is descriptive-correlation type. The statistical population of the research consists of employees and experts of the tourism industry, and 190 sample members were randomly selected. Data were analyzed using spss software and partial least squares method and Smart PLS software. were analyzed. Customer-based factors with a coefficient of 0.364 on the effectiveness of value co-creation, technology equipped with artificial intelligence with a coefficient of 0.802 on customer-based factors and with a coefficient of 1.097 on the effectiveness of value co-creation, and finally knowledge management with a coefficient of 0.540 The effectiveness of value co-creation has a significant impact. And customer-based factors with a coefficient of 0.292 were able to mediate the relationship between technology equipped with artificial intelligence and the effectiveness of value co-creation. Examining the results of this research showed that the significant effect of customer-based factors, technologies equipped with artificial intelligence and knowledge management on the effectiveness of value co-creation was confirmed. And customer-based factors were able to mediate the relationship between AI-enabled technologies and value co-creation effectiveness. Finally, technologies equipped with artificial intelligence were able to mediate the relationship between customer-based factors and the effectiveness of value co-creation.
1- دشتلعلی، زهرا؛ علیقلی، منصوره؛ نوربخش، سیدکامران. ارائه الگوی کاربردی گردشگری هوشمند در مناطق شهری مطالعه موردی: شهر اصفهان، فصلنامه گردشگری شهری. 1399، ۷(۲): ۱۲۷-۱۴۱.
2- عباسی، حجت؛ سیوندیان، مرضیه. مدیریت دانش و بررسی نقش هوش مصنوعی و سیستمهای خبره در انواع آن، فصلنامه پژوهشهای معاصر در علوم مدیریت و حسابداری.1399، ۲(۴): ۶۷-۸۰.
3- خسروی لقب، زهره؛ مصلح، عبدالمجید؛ سالارزهی، حبیب الله. بررسی نقش مدیریت دانش بر انگیزه ورود به اتحادهای راهبردی فناورانه بین المللی، پژوهشهای مدیریت در ایران.1401، ۲۶(۲): ۱-۱۶.
4- بائوج خوشامیان، عمران؛ صدوقی، میترا؛ نعیمی، مینا. ارتباط نگرش کارکنان به مدیریت دانش و انتقال مهارتهای مدیریتی به منظور افزایش عملکرد سازمانی شرکت پترو نیرو صبا، منابع و سرمایه انسانی. 1401، ۲(۱): ۲۳۰-۲۴۷.
5- ابراهیمی، مهدی؛ ضرغام بروجنی، حمید؛ سخندان، الناز. رابطه مدیریت دانش با فرآیند مدیریت بحران در مقصدهای گردشگری، مجله برنامهریزی و توسعه گردشگری.1399، ۷(۲۷): ۱۰۲-۱۲۲.
6- Harrison, C., Eckman, B., Hamilton, R., Hartswick, P., Kalagnanam, J., Paraszczak, J., & Williams, P.. Foundations for smarter cities. IBM Journal of research and development, (2010). 54(4), 1-16.
7- Gretzel, U., Sigala, M., Xiang, Z., & Koo, C.. Smart tourism: foundations and developments. Electronic markets, (2015). 25(3), 179-188.
8- Bailey, S. J.. Smart cities in the new service economy: building platforms for smart services. AI & society. (2014), 29(3), 323-334
9- Rodríguez Herráez, B., & Antonovica, A.. Smart tourism destination in Madrid. In Sustainable smart cities (pp. 101-114). Springer, Cham. (2017).
10- Buhalis, D. and O’connor, P., “Information communication technology revolutionizing tourism”, Tourism Recreation Research, (2005).Vol. 30, pp. 7-16.
11- Prahalad, C.K. and Ramaswamy, V., “Co-creation experiences: the next practice in value creation”, Journal of Interactive Marketing, (2004a). Vol. 18, pp. 5-14.
12- Vargo, S.L. and Lusch, R.F., “Evolving to a new dominant logic for marketing”, Journal of Marketing, (2004). Vol. 68, pp. 1-17.
13- Lu, L., Cai, R. and Gursoy, D., “Developing and validating a service robot integration willingness scale”, International Journal of Hospitality Management, (2019),Vol. 80, pp. 36-51.
14- Wirtz, J., Patterson, P.G., Kunz, W.H., Gruber, T., Lu, V.N., Paluch, S. and Martins, A., “Brave new world: service robots in the frontline”, Journal of Service Management, (2018). Vol. 29, pp. 907-931.
15- Lusch, R.F., Vargo, S.L. and O’brien, M, “Competing through service: insights from service-dominant logic”, Journal of Retailing, . (2007).Vol. 83, pp. 5-18.
16- Duan, Y., Edwards, J.S. and Dwivedi, Y.K., “Artificial intelligence for decision making in the era of Big Data – evolution, challenges and research agenda”, International Journal of Information Management, (2019). Vol. 48, pp. 63-71.
17- Ivanov, S.H., Webster, C. and Berezina, K., “Adoption of robots and service automation by tourism and hospitality companies”, Revista Turismo and Desenvolvimento, (2017). Vol. 27, pp. 1501-1517.
18- Samala, N., Katkam, B.S., Bellamkonda, R.S. and Rodriguez, R.V., “Impact of AI and robotics in the tourism sector: a critical insight”, Journal of Tourism Futures, (2020).Vol. 8 No. 1, pp. 73-87.
19- Zemblyto, J., The instrument for evaluating e-service Quality. ProcediaSocial and Behavioral Sciences, (2015).213(1), 801– 80.
20- Kumari, Navita ., “Business Intelligence In A Nutshell”, International Journal of Innovative Research in Computer and Communication Engineering,(2013), 1)4(.
21- Bolton, R.N., Mccoll-Kennedy, J.R., Cheung, L., Gallan, A., Orsingher, C., Witell, L. and Zaki, M., “Customer experience challenges: bringing together digital, physical and social realms”, Journal of Service Management,(2018). Vol. 29, pp. 776-808.
22- Vargo, S.L. and Lusch, R.F., “Institutions and axioms: an extension and update of service-dominant logic”, Journal of the Academy of Marketing Science, (2016).Vol. 44, pp. 5-23.
23- Pongsakornrungsilp, P. and Pongsakornrungsilp, S., “Mindful tourism: nothing left behind–creating a circular economy society for the tourism industry of Krabi, Thailand”, Journal of Tourism Futures, Vol. ahead of print No. ahead of print. (2021).
24- Sugathan, P. and Ranjan, K.R., “Co-creating the tourism experience”, Journal of Business Research, (2019). Vol. 100, pp. 207-217.
25- Neuhofer, B., Buhalis, D. and Ladkin, A., “Conceptualising technology enhanced destination experiences”, Journal of Destination Marketing and Management, (2012). Vol. 1, pp. 36-46.
26- Ballina, F.J. “Smart business: the element of delay in the future of smart tourism”, Journal of Tourism Futures,(2020). Vol. 8 No. 1, pp. 37-54.
27- Li, Y., Hu, C., Huang, C. and Duan, L., “The concept of smart tourism in the context of tourism information services”, Tourism Management, (2017) Vol. 58, pp. 293-300.
28- Katsoni, V., Upadhya, A. and Stratigea, A., Tourism, Culture and Heritage in a Smart Economy: Third International Conference IACuDiT, Athens 2016, Springer International Publishing, Cham. (2017).
29- Prahalad, C.K. and Ramaswamy, V., The Future of Competition: Co-creating Unique Value with Customers, Harvard Business Review Press, Boston. (2004b).
30- Payne, A.F., Storbacka, K. and Frow, P., “Managing the co-creation of value”, Journal of the Academy of Marketing Science, (2008). Vol. 36, pp. 83-96.
31- Solakis, K., Pe~na-Vinces, J. and Lopez-Bonilla, J.M., “Value co-creation and perceived value: a customer perspective in the hospitality context”, European Research on Management and Business Economics, (2022).Vol. 28, p. 100175.
32- Ballantyne, D., “Dialogue and its role in the development of relationship specific knowledge”, Journal of Business and Industrial Marketing,(2004). Vol. 19, pp. 114-123.
33- Kristensson, P., Matthing, J. and Johansson, N., “Key strategies for the successful involvement of customers in the co-creation of new technology-based services”, International Journal of Service Industry Management, (2008). Vol. 19, pp. 474-491.
34- Solakis, K., Pe~na-Vinces, J., Lopez-Bonilla, J.M. and Aguado, L.F., “From value Co-creation to positive experiences and customer satisfaction. A customer perspective in the hotel industry”, Technological and Economic Development of Economy, (2021).Vol. 27, pp. 948-969.
35- Chathoth, P., Altinay, L., Harrington, R.J., Okumus, F. and Chan, E.S.W., “Co-production versus co-creation: a process based continuum in the hotel service context”, International Journal of Hospitality Management, (2013). Vol. 32, pp. 11-20.
36- Sarmah, B., Kamboj, S. and Rahman, Z., “Co-creation in hotel service innovation using smart phone apps: an empirical study”, International Journal of Contemporary Hospitality Management, (2017). Vol. 29, pp. 2647-2667.
37- Mahmoud, A.B., Tehseen, S. and Fuxman, L., “The dark side of artificial intelligence in retail innovation”, in Pantano, E. (Ed.), Retail Futures, 1st ed., Emerald Publishing, Bingley. (2020).
38- Ivanov, S., Webster, C. and Seyyedi, P., “Consumers’ attitudes towards the introduction of robots in accommodation establishments”, Tourism: An International Interdisciplinary Journal, (2018). Vol. 66, pp. 302-317.
39- Ritzer, G., “Hospitality and prosumption”, Research in Hospitality Management, (2015). Vol. 5, pp. 9-17.
40- Shani, O., AI Automation: What You Need to Know, Marketing Artificial Intelligence Institute, available at: https://www.marketingaiinstitute.com/blog/automation-and-ai-what-you-need-to-know (accessed 6 March 2022).
41- Lu, L., Cai, R. and Gursoy, D., “Developing and validating a service robot integration willingness scale”, International Journal of Hospitality Management, (2019),Vol. 80, pp. 36-51.
42- Ruel, H. and Njoku, E., “AI redefining the hospitality industry”, Journal of Tourism Futures, (2021).Vol. 7, pp. 53-66.
43- Bowen, J. and Morosan, C., “Beware hospitality industry: the robots are coming”, Worldwide Hospitality and Tourism Themes, (2018).Vol. 10, pp. 726-733.
44- Marinova, D., De Ruyter, K., Huang, M.-H., Meuter, M.L. and Challagalla, G., “Getting smart: learning from technology-empowered frontline interactions”, Journal of Service Research, (2016). Vol. 20, pp. 29-42.
45- Van Doorn, J., Mende, M., Noble, S.M., Hulland, J., Ostrom, A.L., Grewal, D. and Petersen, J.A., “Domo arigato mr. Roboto: emergence of automated social presence in organizational frontlines and customers’ service experiences”, Journal of Service Research, (2016). Vol. 20, pp. 43-58.
46- Davis, F.D., Bagozzi, R.P. and Warshaw, P.R., “User acceptance of computer technology: a comparison of two theoretical models”, Management Science, (1989).Vol. 35, pp. 982-1003.
47- Gursoy, D., Chi, O.H., Lu, L. and Nunkoo, R., “Consumers acceptance of artificially intelligent (AI) device use in service delivery”, International Journal of Information Management, (2019). Vol. 49, pp. 157-169.
48- Singh, S. and Srivastava, P., “Social media for outbound leisure travel: a framework based on technology acceptance model (TAM)”, Journal of Tourism Futures, (2019). Vol. 5, pp. 43-61.
49- Ba, S. and Paul, A.P. “Evidence of the effect of trust building technology in electronic markets: price premiums and buyer behavior”, MIS Quarterly,(2002). Vol. 26, pp. 243-268.
50- Bonson Ponte, E., Carvajal-Trujillo, E. and Escobar-Rodrıguez, T., “Influence of trust and perceived value on the intention to purchase travel online: integrating the effects of assurance on trust antecedents”, Tourism Management,(2015). Vol. 47, pp. 286-302.
51- Ajzen, I. and Fishbein, M. “The influence of attitudes on behavior”, in Albarracın, D., Johnson, B.T. and Zanna, M.P. (Eds), The Handbook of Attitudes, Lawrence Erlbaum Associates Publishers.(2005).
52- Curran, J.M. and Meuter, M.L., “Self-service technology adoption: comparing three technologies”, Journal of Services Marketing, (2005). Vol. 19, pp. 103-113.
53- Dabholkar, P.A., “Consumer evaluations of new technology-based self-service options: an investigation of alternative models of service quality”, International Journal of Research in Marketing, (1996).Vol. 13, pp. 29-51.
54- Taylor, S. and Todd, P., “Assessing IT usage: the role of prior experience”, MIS Quarterly, (1995). Vol. 19, pp. 561-570.
55- Fishbein, M. and Ajzen, I., Belief, Attitude, Intention, and Behavior: An Introduction to Theory and Research, Addison-Wesley Publishing Company, Reading. (1975).
56- Venkatesh, V. and Morris, M.G., “Why don’t men ever stop to ask for directions? Gender, social influence, and their role in technology acceptance and usage behavior”, MIS Quarterly, (2000) Vol. 24, pp. 115-139.
57- Latane, B., “The psychology of social impact”, American Psychologist, (1981).Vol. 36, pp. 343-356.
58- Law, R., Chan, I.C.C. and Wang, L., “A comprehensive review of mobile technology use in hospitality and tourism”, Journal of Hospitality Marketing and Management, (2018). Vol. 27, pp. 626-648.
59- Allam, H., Bliemel, M., Spiteri, L., Blustein, J. and Ali-Hassan, H. “Applying a multi-dimensional hedonic concept of intrinsic motivation on social tagging tools: a theoretical model and empirical validation”, International Journal of Information Management,(2019). Vol. 45, pp. 211-222.
60- Kim, S. and Mcgill, A.L., “Gaming with Mr. Slot or gaming the slot machine? Power, anthropomorphism, and risk perception”, Journal of Consumer Research, (2011). Vol. 38, pp. 94-107.
61- Aggarwal, P. and Mcgill, A.L. “Is that car smiling at me? Schema congruity as a basis for evaluating anthropomorphized products”, Journal of Consumer Research,(2007), Vol. 34, pp. 468-479.
62- Rosenthal-Von Der P€utten, A.M. and Kr€amer, N.C., “How design characteristics of robots determine evaluation and uncanny valley related responses”, Computers in Human Behavior, (2014). Vol. 36, pp. 422-439.
63- Kim, S.S. and Malhotra, N.K., “A longitudinal model of continued IS use: an integrative view of four mechanisms underlying postadoption phenomena”, Management Science, (2005). Vol. 51, pp. 741-755.
64- Pryor, S., “How kiosks are empowering the hospitality industry”, Kiosk Marketplace, available at: https://www.kioskmarketplace.com/blogs/how-kiosks-are-empowering-the-hospitality-industry/ (accessed 19 December 2021).
65- Aluri, A., Price, B.S. and Mcintyre, N.H. “Using machine learning to cocreate value through dynamic customer engagement in a brand loyalty program”, Journal of Hospitality and Tourism Research,(2018). Vol. 43, pp. 78-100.
66- Calvaresi, D., Ibrahim, A., Calbimonte, J.-P., Fragniere, E., Schegg, R. and Schumacher, M.I., “Leveraging inter-tourists interactions via chatbots to bridge academia, tourism industries and future societies”, Journal of Tourism Futures, Vol. ahead of print No. ahead of print. (2021).
67- Ukpabi, D.C., Aslam, B. and Karjaluoto, H., “Chatbot adoption in tourism services: a conceptual exploration”, in Ivanov, S. and Webster, C. (Eds), Robots, Artificial Intelligence, and Service Automation in Travel, Tourism and Hospitality, Emerald Publishing. (2019).
68- Parvez, M.O., “Use of machine learning technology for tourist and organizational services: high-tech innovation in the hospitality industry”, Journal of Tourism Futures, (2021). Vol. 7, pp. 240-244.
69- Parmar, S., Meshram, M., Parmar, P., Patel, M. and Desai, P., “Smart hotel using intelligent chatbot: a review”, International Journal of Scientific Research in Computer Science, Engineering and Information Technology (IJSRCSEIT), (2019). Vol. 5 No. 2, pp. 823-829.
70- Alam, S.S., Masukujjaman, M., Susmit, S., Susmit, S. and Aziz, H.A. “Augmented reality adoption intention among travel and tour operators in Malaysia: mediation effect of value alignment”, Journal of Tourism Futures, Vol. ahead of print No. ahead of print.(2022).
71- Carlisle, S., Ivanov, S. and Dijkmans, C., “The digital skills divide: evidence from the European tourism industry”, Journal of Tourism Futures, Vol. ahead of print No. ahead of print. (2021)
72- Buhalis, D. and Karatay, N., “Mixed reality (MR) for generation Z in cultural heritage tourism towards metaverse”, in Stienmetz, J.L., Ferrer-Rosell, B. and Massimo, D. (Eds), Information and Communication Technologies in Tourism, Springer International Publishing, Cham,(2022). pp. 16-27.
73- Bec, A., Moyle, B., Schaffer, V. and Timms, K., “Virtual reality and mixed reality for second chance tourism”, Tourism Management, (2021).Vol. 83, p. 104256.