IDEAS home Printed from https://ideas.repec.org/a/spr/infott/v26y2024i4d10.1007_s40558-024-00296-x.html
   My bibliography  Save this article

Travelers’ viewpoints on machine translation using Q methodology: a perspective of consumption value theory

Author

Listed:
  • Namhee Lee

    (Kyonggi University)

  • Kanghee Lee

    (Korea National University of Transportation)

Abstract

With the advancement of AI-powered technologies, machine translation (MT) has had a notable influence on tourists’ travel experiences by altering the way they use or understand language in destinations. The purpose of this study is to identify and describe travelers’ viewpoints of MT derived from their experience based on consumption value theory (CVT). This paper also utilized Q methodology to gain insights into travelers’ perspectives on MT by performing Q-sorting on 32 South Koreans who used MT while traveling abroad. The analysis of using Ken-Q revealed three major perspectives: a linguistic shortcut, the compass of comprehensibility, and the pocket assistant of linguistic abundance, in which conditional, functional, epistemic, and social values are reflected. The findings generate both theoretical and practical implications for enhancing the utilization of MT and its significance in tourism-related activities.

Suggested Citation

  • Namhee Lee & Kanghee Lee, 2024. "Travelers’ viewpoints on machine translation using Q methodology: a perspective of consumption value theory," Information Technology & Tourism, Springer, vol. 26(4), pages 611-632, December.
    • Handle: RePEc:spr:infott:v:26:y:2024:i:4:d:10.1007_s40558-024-00296-x
    DOI: 10.1007/s40558-024-00296-x
    as

    Download full text from publisher

    File URL: http://link.springer.com/10.1007/s40558-024-00296-x
    File Function: Abstract
    Download Restriction: Access to the full text of the articles in this series is restricted.
    File URL: https://libkey.io/10.1007/s40558-024-00296-x?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Chakraborty, Debarun & Siddiqui, Mujahid & Siddiqui, Aaliyah & Paul, Justin & Dash, Ganesh & Mas, Francesca Dal, 2023. "Watching is valuable: Consumer views – Content consumption on OTT platforms," Journal of Retailing and Consumer Services, Elsevier, vol. 70(C).
    2. Chakraborty, Debarun & Siddiqui, Aaliyah & Siddiqui, Mujahid & Rana, Nripendra P. & Dash, Ganesh, 2022. "Mobile payment apps filling value gaps: Integrating consumption values with initial trust and customer involvement," Journal of Retailing and Consumer Services, Elsevier, vol. 66(C).
    3. Yang Yang, 2016. "A Brief Introduction to Q Methodology," International Journal of Adult Vocational Education and Technology (IJAVET), IGI Global, vol. 7(2), pages 42-53, April.
    4. Vanessa Wijngaarden, 2017. "Q method and ethnography in tourism research: enhancing insights, comparability and reflexivity," Current Issues in Tourism, Taylor & Francis Journals, vol. 20(8), pages 869-882, June.
    5. Zakaryia Almahasees & Sameh Mahmoud, 2022. "Evaluation of Google Image Translate in Rendering Arabic Signage into English," World Journal of English Language, Sciedu Press, vol. 12(1), pages 185-185, December.
    6. Inês Carvalho & Ana Ramires & Montserrat Iglesias, 2023. "Attitudes towards machine translation and languages among travelers," Information Technology & Tourism, Springer, vol. 25(2), pages 175-204, June.
    7. Sheth, Jagdish N. & Newman, Bruce I. & Gross, Barbara L., 1991. "Why we buy what we buy: A theory of consumption values," Journal of Business Research, Elsevier, vol. 22(2), pages 159-170, March.
    8. R. Filieri & E. d'Amico & A. de Stefanis & E. Paolucci & E. Raguseo, 2021. "Artificial intelligence (AI) for tourism: an European-based study on successful AI tourism start-ups," Post-Print hal-04779116, HAL.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Md. Jahidul Islam & Shahedul Hasan & Ather Yeasir Fahim, 2024. "Influence of consumption values on adoption of cashless society in emerging economies: the mediating effect of cashless readiness," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 29(4), pages 1432-1444, December.
    2. Chakraborty, Debarun & Siddiqui, Mujahid & Siddiqui, Aaliyah & Paul, Justin & Dash, Ganesh & Mas, Francesca Dal, 2023. "Watching is valuable: Consumer views – Content consumption on OTT platforms," Journal of Retailing and Consumer Services, Elsevier, vol. 70(C).
    3. Zhang, Qi & Ariffin, Shaizatulaqma Kamalul & Richardson, Christopher & Wang, Yuling, 2023. "Influencing factors of customer loyalty in mobile payment: A consumption value perspective and the role of alternative attractiveness," Journal of Retailing and Consumer Services, Elsevier, vol. 73(C).
    4. Soren, Anup Anurag & Chakraborty, Shibashish, 2024. "Adoption, satisfaction, trust, and commitment of over-the-top platforms: An integrated approach," Journal of Retailing and Consumer Services, Elsevier, vol. 76(C).
    5. Vijay Amrit Raj & Alok Kumar Rai, 2025. "Why stay loyal? Exploring the role of consumption values, satisfaction, and alternative attractiveness in buy now pay later services," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 30(2), pages 1-15, June.
    6. Dash, Ganesh & Sharma, Kiran & Yadav, Neha, 2023. "The diffusion of mobile payments: Profiling the adopters and non-adopters, Roger's way," Journal of Retailing and Consumer Services, Elsevier, vol. 71(C).
    7. Xuguang Zhu & Yihan Zhang & Zeyu Wu, 2025. "Familiar Yet New: How Design-Driven Innovation and Brand Image Affect Green Agricultural Product Purchase Intentions in the Live Streaming Environment," Sustainability, MDPI, vol. 17(2), pages 1-15, January.
    8. Saarijärvi, Hannu & Mitronen, Lasse & Yrjölä, Mika, 2014. "From selling to supporting – Leveraging mobile services in the context of food retailing," Journal of Retailing and Consumer Services, Elsevier, vol. 21(1), pages 26-36.
    9. Morais, Ana Catarina & Ishida, Akira & Matsuda, Ruriko, 2024. "Ethical food consumption drivers in Japan. A S–O-R framework application using PLS-SEM with a MGA assessment based on clustering," Journal of Retailing and Consumer Services, Elsevier, vol. 76(C).
    10. Le Liu & Yinyun Yan & Xin Tian & Zuoliang Jiang, 2024. "Impact of Text and Image Information on Community Group Buying Performance: Empirical Evidence from Convenience Chain Stores," Sustainability, MDPI, vol. 16(11), pages 1-14, May.
    11. Anxin Xu & Chenwen Wei & Manhua Zheng & Lili Sun & Decong Tang, 2022. "Influence of Perceived Value on Repurchase Intention of Green Agricultural Products: From the Perspective of Multi-Group Analysis," Sustainability, MDPI, vol. 14(22), pages 1-17, November.
    12. Mäntymäki, Matti & Salo, Jari, 2013. "Purchasing behavior in social virtual worlds: An examination of Habbo Hotel," International Journal of Information Management, Elsevier, vol. 33(2), pages 282-290.
    13. Liu, Chih-Hsing & Dong, Tse-Ping & Vu, Ho Tran, 2023. "Transformed virtual concepts into reality: Linkage the viewpoint of entrepreneurial passion, technology adoption propensity and advantage to usage intention," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
    14. Yuhan Ge & Qing Yuan & Yaxi Wang & Keunsoo Park, 2021. "The Structural Relationship among Perceived Service Quality, Perceived Value, and Customer Satisfaction-Focused on Starbucks Reserve Coffee Shops in Shanghai, China," Sustainability, MDPI, vol. 13(15), pages 1-19, August.
    15. Joshua Chang, 2025. "The mediating role of brand image in the relationship between storytelling marketing and purchase intention: case study of PX mart," Future Business Journal, Springer, vol. 11(1), pages 1-14, December.
    16. Ostovan, Nima & Khalili Nasr, Arash, 2022. "The manifestation of luxury value dimensions in brand engagement in self-concept," Journal of Retailing and Consumer Services, Elsevier, vol. 66(C).
    17. Gonçalves, Helena Martins & Lourenço, Tiago Ferreira & Silva, Graça Miranda, 2016. "Green buying behavior and the theory of consumption values: A fuzzy-set approach," Journal of Business Research, Elsevier, vol. 69(4), pages 1484-1491.
    18. Shan, Wei & Qiao, Tong & Zhang, Mingli, 2020. "Getting more resources for better performance: The effect of user-owned resources on the value of user-generated content," Technological Forecasting and Social Change, Elsevier, vol. 161(C).
    19. Adams, Leen & Faseur, Tineke & Geuens, Maggie, 2010. "The Influence of the Self-Regulatory Focus on the Effectiveness of Stop-Smoking Campaigns for Young Smokers," Working Papers 2010/38, Hogeschool-Universiteit Brussel, Faculteit Economie en Management.
    20. Kaur, Puneet & Dhir, Amandeep & Bodhi, Rahul & Singh, Tripti & Almotairi, Mohammad, 2020. "Why do people use and recommend m-wallets?," Journal of Retailing and Consumer Services, Elsevier, vol. 56(C).

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:infott:v:26:y:2024:i:4:d:10.1007_s40558-024-00296-x. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.