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Travelers’ Perceived Value of Robot Services in the Airline Industry: Focusing on Demographic Characteristics

Author

Listed:
  • Jinsoo Hwang

    (The College of Hospitality and Tourism Management, Sejong University, Seoul 05006, Republic of Korea)

  • Heather Markham Kim

    (The College of Hospitality and Tourism Management, Sejong University, Seoul 05006, Republic of Korea)

  • Kyuhyeon Joo

    (The College of Hospitality and Tourism Management, Sejong University, Seoul 05006, Republic of Korea)

  • Muhammad Nawaz

    (School of Business Administration, National College of Business Administration & Economics, Lahore 54660, Pakistan)

  • Joonho Moon

    (Department of Tourism Administration, Kangwon National University, Chooncheon 24341, Republic of Korea)

Abstract

This study examined travelers’ perceived value for a service robot at an airport. The study explored the differences in perceived value, which included utilitarian value and hedonic value, based on the travelers’ demographic characteristics. In addition, we investigated the effect of the two subcategories of perceived value on intentions to use an airport. The study included 322 samples for the statistical analysis. The results of the analysis revealed significant differences in the perceived utilitarian value in regards to age, education, and marital status. A significant difference in perceived hedonic value was also found in relation to marital status. Lastly, the results of the regression revealed that utilitarian and hedonic value positively affected intentions to use an airport. This study presents theoretical contributions as the first examination of the perceived value of robot services at an airport, as well as offering practical suggestions for the airline industry.

Suggested Citation

  • Jinsoo Hwang & Heather Markham Kim & Kyuhyeon Joo & Muhammad Nawaz & Joonho Moon, 2022. "Travelers’ Perceived Value of Robot Services in the Airline Industry: Focusing on Demographic Characteristics," Sustainability, MDPI, vol. 14(23), pages 1-12, November.
    • Handle: RePEc:gam:jsusta:v:14:y:2022:i:23:p:15818-:d:986434
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    References listed on IDEAS

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    Cited by:

    1. Kyuhyeon Joo & Jinsoo Hwang, 2023. "Do Consumers Intend to Use Indoor Smart Farm Restaurants for a Sustainable Future? The Influence of Cognitive Drivers on Behavioral Intentions," Sustainability, MDPI, vol. 15(8), pages 1-13, April.
    2. Kyuhyeon Joo & Heather M. Kim & Jinsoo Hwang, 2023. "A Study on the Experience Economy Examining a Robot Service in the Restaurant Industry Based on Demographic Characteristics," Sustainability, MDPI, vol. 15(14), pages 1-15, July.

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