酒店服务模式转变对顾客品牌转换的影响研究

旅游科学 ›› 2024, Vol. 38 ›› Issue (10): 82-99.

酒店服务模式转变对顾客品牌转换的影响研究

李先春¹, 刘思涓², 骆晶晶¹, 刘蕴瑶^3,*, 陈子荻¹

1.西南财经大学工商管理学院, 四川成都 610074;
2.西南财经大学社会发展研究院, 四川成都 611130;
3.四川旅游学院希尔顿酒店管理学院, 四川成都 610100

收稿日期:2023-10-19 修回日期:2024-09-26 出版日期:2024-10-30 发布日期:2024-12-04
通讯作者: 刘蕴瑶^*（1988—）,女,博士,四川旅游学院希尔顿酒店管理学院副教授,研究方向为旅游目的地管理与游客行为,E-mail：liuyunyao88@163.com。
作者简介:李先春（1976—）,男,西南财经大学市场营销系讲师,研究方向为景区营销、广告新媒体,E-mail：lixc@swufe.edu.cn。刘思涓（1987—）,女,西南财经大学社会发展研究院博士生,研究方向为社会保障。骆晶晶（1998—）,女,西南财经大学工商管理学院硕士生。陈子荻（1999—）,女,西南财经大学工商管理学院硕士生。
基金资助:
教育部人文社会科学研究青年基金项目“人工智能服务对旅游目的地形象的影响机制研究”（23YJC790088）; 四川省自然科学基金项目“健康老龄化政策对健康机会不平等及经济增长的影响：理论、机制与实证”（2023NSFSC1043）; 西南财经大学2024年度中央高校教育教学成果建设专项

The Impact of Changing Service Models in the Hospitality Industry on Customer Brand Switching

LI Xianchun¹, LIU Sijuan², LUO Jingjing¹, LIU Yunyao^3,*, CHEN Zidi¹

1. School of Business Administration, Southwestern University of Finance and Economics, Chengdu 610074, China;
2. Research Institute of Social Development, Southwestern University of Finance and Economics, Chengdu 611130, China;
3. Hilton School of Hospitality Management, Sichuan Tourism University, Chengdu 610100, China

Received:2023-10-19 Revised:2024-09-26 Online:2024-10-30 Published:2024-12-04

摘要/Abstract

摘要： 技术的飞速发展使人工智能设备在酒店业中得到了广泛应用,促使酒店开始由人工服务模式向无人服务模式变革。基于此,文章通过3项实验检验了酒店服务模式转变对顾客品牌转换的影响机制。结果表明：在无人服务模式下,顾客更容易发生品牌转换;感知社会关联与品牌情感依恋在服务模式与顾客品牌转换意愿之间起连续中介作用。此外,在温暖型品牌中,无人服务模式下的顾客感知社会关联会更低,更易引起顾客品牌转换;在能力型品牌中,无人服务模式与人工服务模式下的顾客感知社会关联和顾客品牌转换意愿则无显著差异。文章关注了酒店无人服务的负面影响,不仅拓展了接待业领域无人服务的研究体系,亦为酒店应对服务模式转变提供了实践启示。

关键词: 无人服务模式, 感知社会关联, 品牌情感依恋, 品牌转换意愿, 忠诚度

Abstract: The rapid development of artificial intelligence technology has led to the widespread adoption of AI devices in the hospitality industry, prompting a shift from human service models to unmanned service models. Based on this, this paper discussed the mechanisms through which the transformation of service models in the hospitality industry affects customer brand switching through three experiments. The results indicate that in unmanned service models (vs. human service models), customers have a higher willingness to switch brands. The perceived social relatedness and emotional brand attachment play a mediating role between service models and customer brand switching. Besides, in warm-type brands, customers' perception of social relatedness is lower in unmanned service models, which is more likely to trigger customer brand switching. In competent-type brands, there is no significant difference in customers' perceived social relatedness and brand switching between unmanned service models and human service models. This study focused on the negative impacts of unmanned service in the hospitality industry, not only expanding the research framework of unmanned service in the hospitality sector but also offering practical insights for the industry to cope with service mode transitions.

Key words: unmanned service models, perceived social relatedness, emotional brand attachment, brand switching intention, loyalty

中图分类号:

F719

李先春, 刘思涓, 骆晶晶, 刘蕴瑶, 陈子荻. 酒店服务模式转变对顾客品牌转换的影响研究[J]. 旅游科学, 2024, 38(10): 82-99.

LI Xianchun, LIU Sijuan, LUO Jingjing, LIU Yunyao, CHEN Zidi. The Impact of Changing Service Models in the Hospitality Industry on Customer Brand Switching[J]. TOURISM SCIENCE, 2024, 38(10): 82-99.

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