스마트호텔 고객의 기술어메니티에 대한 인식이 신뢰와 행동적참여 및 재방문의도에 미치는 영향

Abstract

With the advent of the digital-first era, the hotel industry has also evolved through technology-based services, such as smart hotels and smart restaurants. This study aims to analyze how the experience of using smart hotel technology amenities influences the formation of customer trust through cognitive and emotional evaluations, and how this trust affects revisit intentions. Based on Appraisal Theory, the study explores how cognitive evaluations, such as perceived ease of use and usefulness, as well as emotional evaluations, such as perceived enjoyment and novelty, impact trust formation. To test the hypotheses, a self-administered survey was conducted with 248 adults residing in South Korea who had stayed at a smart hotel for at least one night within the past two years. Data analysis was performed using SPSS and Smart-PLS, including factor analysis, frequency analysis, path coefficient analysis, and hypothesis testing. The results indicated that cognitive evaluation factors, specifically perceived ease of use and usefulness, along with the emotional evaluation factor of perceived novelty, significantly contributed to the formation of trust in smart hotels. This trust, in turn, positively influenced both revisit intentions and behavioral engagement. Conversely, perceived enjoyment, an emotional factor, did not have a significant impact on trust formation, suggesting that customers prioritize technological aspects over transient emotional elements when establishing trust. Based on these findings, this study analyzes customer characteristics regarding the use of smart hotel technology amenities and illustrates the process by which customer evaluations lead to revisits through the mediation of trust. This study not only contributes to consumer behavior analysis in the smart hotel industry but also provides practical guidelines for strategic marketing in smart hotel management.