Perceived effectiveness of in-store technological tools in relation to main activity
| Total sample | TAs | Tour organisers | ||||||
|---|---|---|---|---|---|---|---|---|
| n = 257 (100%) | n = 138 (53.7%) | n = 119 (46.3%) | ||||||
| Mean | SD | Mean | SD | Mean | SD | F | Sig | |
| Travel catalogues and brochures | 2.85 | 1.487 | 3.28 | 1.378 | 2.36 | 1.460 | 27.040*** | 0.000 |
| Tablet | 1.91 | 1.179 | 2.05 | 1.275 | 1.74 | 1.037 | 4.515*** | 0.035 |
| Touchpoint | 1.64 | 1.077 | 1.77 | 1.222 | 1.50 | 0.862 | 4.133** | 0.043 |
| Monitors or LCD screen | 2.55 | 1.455 | 2.79 | 1.531 | 2.26 | 1.311 | 8.716*** | 0.003 |
| 3D (AR and VR) | 2.01 | 1.311 | 2.24 | 1.487 | 1.74 | 1.012 | 9.593*** | 0.002 |
| QR code | 2.16 | 1.340 | 2.15 | 1.299 | 2.17 | 1.392 | 0.019 | 0.891 |
| Total sample | TAs | Tour organisers | ||||||
|---|---|---|---|---|---|---|---|---|
| Mean | SD | Mean | SD | Mean | SD | Sig | ||
| Travel catalogues and brochures | 2.85 | 1.487 | 3.28 | 1.378 | 2.36 | 1.460 | 27.040*** | 0.000 |
| Tablet | 1.91 | 1.179 | 2.05 | 1.275 | 1.74 | 1.037 | 4.515*** | 0.035 |
| Touchpoint | 1.64 | 1.077 | 1.77 | 1.222 | 1.50 | 0.862 | 4.133** | 0.043 |
| Monitors or LCD screen | 2.55 | 1.455 | 2.79 | 1.531 | 2.26 | 1.311 | 8.716*** | 0.003 |
| 3D (AR and VR) | 2.01 | 1.311 | 2.24 | 1.487 | 1.74 | 1.012 | 9.593*** | 0.002 |
| QR code | 2.16 | 1.340 | 2.15 | 1.299 | 2.17 | 1.392 | 0.019 | 0.891 |
Note(s): Significantly different average scores * = p < 0.10; ** = p < 0.05; *** = p < 0.01
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