Jul 31st, 3:00 PM - 4:00 PM


A Self-Service Technology Adoption Model in the Resort Hotel Environment


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The authors develop a conceptual model and its measurement scales to predict the resort customer’s adoption of self-service technology. A series of qualitative studies confirm first the model’s structure and its measurement items that are then empirically assessed based on a national electronic survey in the United States. Data generally support the proposed model and measurement items. Theoretical contributions include structuring a variety of variables into a parsimonious model, providing reliable measurement items for the proposed model constructs, and conceptualizing potential moderator variables specific to resort research on self-service technology adoption.