Cluster/context-based future research directions
| Cluster/context | Future research directions | Method |
|---|---|---|
| Virtual avatar | Investigating the impact of Virtual Reality and Augmented Reality technologies such as appearance and behavior on guest engagement within digital hotel services, analyzing both auditory and visual components Incorporating Resilience and Readiness for Changes into adoption models such as TAM (Technology Acceptance Model) and UTAUT2 (Unified Theory of Acceptance and Use of Technology 2) to enhance the prediction of AR adoption in the hospitality sector, on the adaptability of employees Creating VR and AR training programs to improve workforce competencies in the hospitality industry, which may include simulations, role-playing scenarios, and real-time guidance for staff members | Quantitative method using surveys, interviews, and focus group |
| Digital platform and sharing economy | Examine how financial incentives and platform regulations affect the behavior of hosts in Airbnb, revealing crucial insights into collaborative consumption Delve into the impact of digital technologies on the sharing economies, on simplifying regulations, and bridging the digital divide to maximize benefits How hotels can adjust to guest preferences by platform Airbnb, effects on operations, staffing, revenue, and creative utilization of underutilized spaces while addressing concerns regarding data privacy? | Experimental method Quantitative method |
| Digital travelers and hospitality | Designing tools for safeguarding data privacy and security within the hospitality sector, considering feedback from both travelers and businesses Investigating innovative technologies such as virtual reality in tourism and the shared economy on the sustainability and protection of data in the hospitality industry Analyzing technology and evolving traveler behaviors are restructuring conventional frameworks in the hospitality sector, including changes in workforce dynamics and guest expectations | Qualitative and Quantitative method Cross-cultural surveys |
| Artificial Intelligence and big data | Employing text mining & visual analysis for sanitation initiatives, and data privacy while personalizing guest experiences based on culture, emotional intelligence, and individual needs Evaluate digital transformation frameworks in fast food via cross-cultural analyses, focusing on customer satisfaction & operational efficiency impacts Address ethical concerns of AI in hospitality, ensuring regulatory compliance, guest satisfaction, and industry sustainability | Quantitative Method using sales data and customer feedback Case study Cross-cultural surveys |
| IoT in travel | Explore strategies for strengthening security measures in IoT systems to safeguard sensitive data, address cyber threats, and ensure the confidentiality and security of travelers’ information Examine the scalability and interoperability of IoT devices and platforms in various industries to promote adoption and integration into travel experiences IoT optimizes resource usage and reduces environmental impact in travel, promoting sustainability while shaping future travel technology with smarter, efficient solutions | Quantitative analysis in surveys Case studies Experimental design Qualitative research |
| Hospitality and tourism education | Examine the digital competencies essential in hospitality and tourism encompassing VR, AR, data-driven decision-making, and service excellence to enhance the overall visitor experience Devise educational programs that concentrate on AI, robotics, AR, VR, and big data for employees in the tourism field to enhance operational effectiveness and communication protocols Explore methodologies for incorporating computer-based learning into the academic curricula of the tourism industry to bolster the digital proficiency of both students and professionals | Experimental method Mixed method for survey and qualitative interview Comparative analysis |
| Cluster/context | Future research directions | Method |
|---|---|---|
| Virtual avatar | Investigating the impact of Virtual Reality and Augmented Reality technologies such as appearance and behavior on guest engagement within digital hotel services, analyzing both auditory and visual components | Quantitative method using surveys, interviews, and focus group |
| Digital platform and sharing economy | Examine how financial incentives and platform regulations affect the behavior of hosts in Airbnb, revealing crucial insights into collaborative consumption | Experimental method |
| Digital travelers and hospitality | Designing tools for safeguarding data privacy and security within the hospitality sector, considering feedback from both travelers and businesses | Qualitative and Quantitative method |
| Artificial Intelligence and big data | Employing text mining & visual analysis for sanitation initiatives, and data privacy while personalizing guest experiences based on culture, emotional intelligence, and individual needs | Quantitative Method using sales data and customer feedback |
| IoT in travel | Explore strategies for strengthening security measures in IoT systems to safeguard sensitive data, address cyber threats, and ensure the confidentiality and security of travelers’ information | Quantitative analysis in surveys |
| Hospitality and tourism education | Examine the digital competencies essential in hospitality and tourism encompassing VR, AR, data-driven decision-making, and service excellence to enhance the overall visitor experience | Experimental method |
Source(s): Table by authors
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