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The Moderating Role of Technological Readiness in the Impact of Digital Service Provision in Aviation on Touristic Experience

Yıl 2024, Cilt: 19 Sayı: 73, 1 - 22, 31.01.2024

Gül Çıkmaz Furkan Baltacı İlhan Kanuşağı

https://doi.org/10.19168/jyasar.1373387

Öz

Digitalizationrefersto a transformationthat can occur in variouswaysacrossdifferentsectors, lacking a concreteframework. Forbusinesses, thistransformationnecessitates a change in theiroperationsandserves as a factoraffectingnumerousprocesses, includingtheaviationindustry. Technologicalreadiness, on theotherhand, signifies an individual'soverallmentaldispositiontowardstechnology. Inthecontext of aviation, theregulatory role of technologicalreadiness in theimpact of digital service provision on thetouristexperience has beenmeasuredthrough a surveymethod. Thestudyinvolved 1328 participantswhocompletedthesurvey. Additionally, thestructuralvalidity of thedataobtainedusingthescaleswasconfirmedthroughconfirmatoryfactoranalysis. Hypothesesgeneratedwithinthescope of theresearchweretestedthrough a structural model. Thestudy'sfindingsrevealthatthedigitalservicesofferedbyairlinespositivelyinfluencethetouristexperience. Thepositiveimpact of thesedigitalservices on bothhedonicandcognitiveexperiences is deemedsignificantfromtheperspective of airlineprofitability.

Anahtar Kelimeler

Technology Digitalization Technological Readiness Aviation TouristExperience.

Kaynakça

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  • Atalık, Ö., Akan, Ş., ve Bakır, M. (2019). Havacılık 4.0: havayollu ve havaalanı endüstrisinde güncel endüstri 4.0 uygulamaları. Scientific Committee, 879–891.
  • Autry, C. W. (2009). Assessing interfirm collaboration/technology investment tradeoffs: The effects of technological readiness and organizational learning. The International Journal of Logistics Management, 20(1), 30-56. https://doi.org/10.1108/09574090910954837
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Havacılıkta Dijital Hizmet Sunumunun Turistik Deneyim Üzerindeki Etkisinde Teknolojik Hazıroluşluğun Düzenleyici Rolü

Yıl 2024, Cilt: 19 Sayı: 73, 1 - 22, 31.01.2024

Gül Çıkmaz Furkan Baltacı İlhan Kanuşağı

https://doi.org/10.19168/jyasar.1373387

Öz

Dijitalleşme, farklı iş kollarında farklı şekillerde gerçekleşebilen bir dönüşümü ifade eder ve somut bir çerçevesi eksiktir. İşletmeler için bu dönüşüm, işleyişlerini değiştirme ihtiyacını yaratırken, havacılık sektörü de dahil olmak üzere birçok süreci etkileyen bir faktördür. Teknolojik hazıroluşluk ise bir bireyin genel olarak teknolojiye yönelik zihinsel durumunu ifade eder. Bu çalışma havacılıkta dijital hizmet sunumunun turistik deneyim üzerindeki etkisinde teknolojik hazıroluşluğun düzenleyici rolünü ortaya koymak amacıyla ele alınmıştır. Çalışmada toplam 1328 katılımcıya ulaşılmıştır. Kullanılan ölçeklerle elde edilen verilerin yapısal geçerliliği doğrulayıcı faktör analizi ile ortaya koyulmuştur. Araştırma kapsamında oluşturulan hipotezler yapısal model aracılığıyla test edilmiştir. Çalışma sonuçları, havayollarının sunduğu dijital hizmetlerin turist deneyimini olumlu yönde etkilediği görülmüştür. Söz konusu dijital hizmetlerin hem hedonik hem de tanıma deneyimini olumlu yönde etkilemesi havayolu işletmelerinin karlılığı açısından önemli görülmektedir. Bununla birlikte, katılımcıların dijital hazır oluşuk düzeyleri, sunulan dijital hizmetlerin deneyim üzerindeki etkisini düzenleyici rol oynamaktadır.

Anahtar Kelimeler

Teknoloji Dijitalleşme Teknolojik Hazıroluşluk Havacılık Turistik Deneyimi

Kaynakça

  • Ahmad, R. W., Salah, K., Jayaraman, R., Hasan, H. R., Yaqoob, I., ve Omar, M. (2021). The role of blockchain tecknology in aviation ındustry. Khalifa University of Sience and Technology, 8.5.2017, 4–15. https://ieeexplore.ieee.org/stamp/stamp.jsp?tp=&arnumber=9374036
  • Ahmad, W., & Zhang, Q. (2020). Green purchase intention: Effects of electronic service quality and customer green psychology. Journal of Cleaner Production, 267, 122053.
  • Akkan, M. M., ve Cura, F. (2022). Turizmde uluslararası taşımacılık: havayolu işletmelerinde markalaşma. In K. Sezgin & A. Köseoğlu (Eds.), Turizm Sektöründe Markalaşma Analizler, Sorunlar, Çözümler (p. 454).
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  • Akkılıç, M. E. (2004). Uluslararası bı̇r pazarlama aracı olarak ı̇nternet’ı̇n (a) grubu seyahat acentelerı̇ açısından önemı̇ ve kullanım durumu. Fırat Üniversitesi Sosyal Bilimler Dergisi, 14(1), 146–156. https://doaj.org/article/7ee0b8120da44589b279982b02a002de
  • Anser, M. K., Tabash, M. I., Nassani, A. A., Aldakhil, A. M., & Yousaf, Z. (2023). Toward the e-loyalty of digital library users: investigating the role of e-service quality and e-trust in digital economy. Library Hi Tech, 41(4), 1006-1021.
  • Atalık, Ö., Akan, Ş., ve Bakır, M. (2019). Havacılık 4.0: havayollu ve havaalanı endüstrisinde güncel endüstri 4.0 uygulamaları. Scientific Committee, 879–891.
  • Autry, C. W. (2009). Assessing interfirm collaboration/technology investment tradeoffs: The effects of technological readiness and organizational learning. The International Journal of Logistics Management, 20(1), 30-56. https://doi.org/10.1108/09574090910954837
  • Bağlıkaya, F. B., Eczacıbaşı, F., ve Doğan, O. (2019). Turizm sektörü dijitalleşme yol haritası, seyahat acentaları dijital dönüşüm raporu. TÜRSAB, TBV, EY Türkiye.
  • Baird, A., ve Raghu, T. S. (2015). Associating consumer perceived value with business models for digital services. European Journal of Information Systems, 24, 4-22.
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  • Matarazzo, M., Penco, L., Profumo, G., & Quaglia, R. (2021). Digital transformation and customer value creation in Made in Italy SMEs: A dynamic capabilities perspective. Journal of Business Research, 123, 642-656.
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  • Mick, David Glenn and Susan Fournier (1998), “Paradoxes of Technol- ogy: Consumer Cognizance, Emotions, and Coping Strategies,” Journal of Consumer Research, 25 (September), 123-47.
  • Mostafa, R. B. (2020). Mobile banking service quality: a new avenue for customer value co-creation. International Journal of Bank Marketing, 38(5), 1107-1132.
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  • Nguyen, H. Q., Nguyen, Q. H., Tran, P. T., Trinh, N. L., & Nguyen, Q. T. (2023). The relationship between service quality of banking kiosk and customer satisfaction: the moderating role of technology readiness. International Journal of Quality and Service Sciences, 15(3/4), 273-290. https://doi.org/10.1108/IJQSS-01-2023-0004
  • Novitasari, D. (2022). SMEs e-commerce buying intention: how the effect of perceived value, service quality, online customer review, digital marketing and influencer marketing. Journal of Information Systems and Management (JISMA), 1(5), 61-69.
  • Palumbo, R., Ciasullo, M. V., Pellegrini, M. M., Caputo, A., & Turco, M. (2022). Locally focused and digitally oriented: examining eco-museums' digitization in a service quality management perspective. The TQM Journal, 34(3), 398-417.
  • Parasuraman, A. (2000). Technology readiness ındex (trı): a multipleitem scale to measure readiness to embrace new technologies. Journal Of Service Research, 2(4), 307–320.https://doi.org/10.1177/109467050024001
  • Parasuraman, A., ve Colby, C. L. (2007). Techno-ready marketing: How and why your customers adopt technology. https://dl.acm.org/doi/abs/10.5555/1543590: The Free Press.
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  • Pranita, D. (2018). Digitalization: The way to tourism destination’s competitive advantage (Case study of Indonesia marine tourism). KnE Social Sciences, 243-253.
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  • Rahim, N. N. A., Humaidi, N., Aziz, S. R. A., & Zain, N. H. M. (2022). Moderating effect of technology readiness towards open and distance learning (ODL) technology acceptance during COVID-19 pandemic. Asian Journal of University Education, 18(2), 406-421.
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  • Raza, S. A., Umer, A., Qureshi, M. A., & Dahri, A. S. (2020). Internet banking service quality, e-customer satisfaction and loyalty: the modified e-SERVQUAL model. The TQM Journal, 32(6), 1443-1466.
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  • Santos, J. (2003). E‐service quality: a model of virtual service quality dimensions. Managing service quality: An international journal, 13(3), 233-246.
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  • Shiwakoti, N., Hu, Q., Pang, M. K., Cheung, T. M., Xu, Z., ve Jiang, H. (2022). Passengers’ Perceptions and Satisfaction with Digital Technology Adopted by Airlines during COVID-19 Pandemic. Future Transportation, 2(4), 988-1009.
  • Son, M., ve Han, K. (2011). Beyond the technology adoption: Technology readiness effects on post-adoption behavior. Elsevier Journal of Business Research, 64(11), 1178-1182.
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  • Tran, V. D., & Vu, Q. H. (2019). Inspecting the relationship among E-service quality, E-trust, E-customer satisfaction and behavioral intentions of online shopping customers. Global Business & Finance Review (GBFR), 24(3), 29-42.
  • Türkay, U., ve Artar, O. (2021). Havacılık sektöründe havalimanlarının dijital dönüşümü. Working Paper Series, 2(1), 86–97. https://www.who.int/news-room/fact-sheets/detail/autism-spectrum-disorders
  • Ukpabi, D. C., ve Karjaluoto, H. (2017). Consumers’ acceptance of information and communications technology in tourism: A review. Telematics and Informatics, 34(5), 618-644. https://doi.org/10.1016/j.tele.2016.12.002,
  • Xie, Y. (2023). Enhancing the Effectiveness of Digital Museum Services: Through a Study of Perceived Value Theory. Journal of the Knowledge Economy, 1-26.
  • Yağız, M. G. (2021). Sivil havacılık sektörünün dijital dönüşümü bağlamında uluslararası pazarlama ve inovasyon. International Journal of Social Sciences, 5(21), 185–210.
  • Yavaş, V. (2021). Havacılıkta dijitalleşme ve verimlilik ilişkisi üzerine bir içerik analizi. Verimlilik Dergisi, 225–237. https://doi.org/10.51551/verimlilik.974547
  • Yieh, K., Chen, J. S., & Wei, M. B. (2012). The effects of technology readiness on customer perceived value: An empirical analysis. Journal of family and economic issues, 33, 177-183.
  • Zhong, L., Verma, R., Wei, W., Morrsion, A. M., ve Yang, L. (2022). Multi-stakeholderperspectives on theimpacts of service robots in urban hotel rooms. Technology in Society, 68, 101846. https://doi.org/10.1016/j.techsoc.2021.101846
Toplam 81 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Konular Akıllı Hareketlilik
Bölüm Makaleler
Yazarlar

Gül Çıkmaz 0000-0002-3973-2984

Furkan Baltacı 0000-0001-5362-6769

İlhan Kanuşağı 0000-0002-0589-1389

Erken Görünüm Tarihi 29 Şubat 2024
Yayımlanma Tarihi 31 Ocak 2024
Yayımlandığı Sayı Yıl 2024 Cilt: 19 Sayı: 73

Kaynak Göster

APA Çıkmaz, G., Baltacı, F., & Kanuşağı, İ. (2024). Havacılıkta Dijital Hizmet Sunumunun Turistik Deneyim Üzerindeki Etkisinde Teknolojik Hazıroluşluğun Düzenleyici Rolü. Yaşar Üniversitesi E-Dergisi, 19(73), 1-22. https://doi.org/10.19168/jyasar.1373387
AMA Çıkmaz G, Baltacı F, Kanuşağı İ. Havacılıkta Dijital Hizmet Sunumunun Turistik Deneyim Üzerindeki Etkisinde Teknolojik Hazıroluşluğun Düzenleyici Rolü. Yaşar Üniversitesi E-Dergisi. Ocak 2024;19(73):1-22. doi:10.19168/jyasar.1373387
Chicago Çıkmaz, Gül, Furkan Baltacı, ve İlhan Kanuşağı. “Havacılıkta Dijital Hizmet Sunumunun Turistik Deneyim Üzerindeki Etkisinde Teknolojik Hazıroluşluğun Düzenleyici Rolü”. Yaşar Üniversitesi E-Dergisi 19, sy. 73 (Ocak 2024): 1-22. https://doi.org/10.19168/jyasar.1373387.
EndNote Çıkmaz G, Baltacı F, Kanuşağı İ (01 Ocak 2024) Havacılıkta Dijital Hizmet Sunumunun Turistik Deneyim Üzerindeki Etkisinde Teknolojik Hazıroluşluğun Düzenleyici Rolü. Yaşar Üniversitesi E-Dergisi 19 73 1–22.
IEEE G. Çıkmaz, F. Baltacı, ve İ. Kanuşağı, “Havacılıkta Dijital Hizmet Sunumunun Turistik Deneyim Üzerindeki Etkisinde Teknolojik Hazıroluşluğun Düzenleyici Rolü”, Yaşar Üniversitesi E-Dergisi, c. 19, sy. 73, ss. 1–22, 2024, doi: 10.19168/jyasar.1373387.
ISNAD Çıkmaz, Gül vd. “Havacılıkta Dijital Hizmet Sunumunun Turistik Deneyim Üzerindeki Etkisinde Teknolojik Hazıroluşluğun Düzenleyici Rolü”. Yaşar Üniversitesi E-Dergisi 19/73 (Ocak 2024), 1-22. https://doi.org/10.19168/jyasar.1373387.
JAMA Çıkmaz G, Baltacı F, Kanuşağı İ. Havacılıkta Dijital Hizmet Sunumunun Turistik Deneyim Üzerindeki Etkisinde Teknolojik Hazıroluşluğun Düzenleyici Rolü. Yaşar Üniversitesi E-Dergisi. 2024;19:1–22.
MLA Çıkmaz, Gül vd. “Havacılıkta Dijital Hizmet Sunumunun Turistik Deneyim Üzerindeki Etkisinde Teknolojik Hazıroluşluğun Düzenleyici Rolü”. Yaşar Üniversitesi E-Dergisi, c. 19, sy. 73, 2024, ss. 1-22, doi:10.19168/jyasar.1373387.
Vancouver Çıkmaz G, Baltacı F, Kanuşağı İ. Havacılıkta Dijital Hizmet Sunumunun Turistik Deneyim Üzerindeki Etkisinde Teknolojik Hazıroluşluğun Düzenleyici Rolü. Yaşar Üniversitesi E-Dergisi. 2024;19(73):1-22.
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