No abstract

This study is part of a government research project which aims to synthesise the current evidence on the factors affecting the intention of mobile application adoption called ‘Tripper Notifier Application’ (TNA) for the hospitality and tourism industrial sector in Thailand. The focus is on small and medium enterprises (SMEs), which emphasize restaurants, hotels, and attraction sites. The present article examines various factors influencing the intention to use such applications by employing the Unified Theory of Acceptance and Use of Technology 2 (UTAUT-2) as the theoretical underpinning of this research paradigm. Using 84 selected research papers in Scopus published between 2020 and 2022, A thematic analysis incorporating a grounded theory approach to systematically generate themes was conducted, and the findings found three main themes, including business transformation capabilities (BTC), digital transformation capabilities (DTC), and personal innovativeness (PI), as an extension of UTAUT-2 as mediator and moderator variables. To this end, the study fills the research gaps and extends the UTAUT-2 framework by including an initiative of twelve inside attributes-based lines, including performance expectancy, effort expectancy, social influence, facilitating conditions, hedonic motivation, price value, habit behavior, behavioral intention, and use behavior, together with three moderators: age, gender, and experience. Finally, the context dimensions of the UTAUT-2 extensions were mapped to highlight all the constructs of the TNA adoption framework for future research directions. The novel contribution of this study is to fill the gap with both theoretical and practical knowledge. On the theoretical level, this study constitutes constructs based on UTAUT-2 theory as a research-based setting to fill a gap in research. On the practical level, it provides insights and information about new capabilities that SME owners, managers, and practitioners should consider in order to differentiate their own capabilities. Doi: 10.28991/esj-2021-SP1-014 Full Text: PDF

PurposeThe study aims to advance understanding of the intention of Augmented Reality (AR) technology adoption by conducting a systematic review of relevant literature articles in the hospitality sector where 93 articles were chosen and synthesized by generating a theme and proposing a conceptual framework with their research proposals.Design/methodology/approachA systematic literature review (SLR) has been conducted incorporating thematic analysis to investigate various determinants from selected articles and to identify the key themes in order to propose a conceptual framework and research proposal.FindingsThe findings reveal seven major themes in its research proposal for future research directions. This includes “Technology Engagement”, “Resilience”, “Knowledge is key”, “Readiness for changes”, “Uncertainty management”, “Environmental conditions” and “Business performance”.Originality/valueThe novel contribution of this study is that it focuses on both theoretical and practical knowledge. On the theoretical level, this study comprises factors that apply relevant theory in the areas of information technology and business management, whose integrative theoretical orientation provided insight into the AR adoption initiatives and to further examine the relationship between its proposed factors. On the practical level, it provides insights and information with a new body of knowledge that business owner–managers, policymakers and practitioners should consider in order to craft a strategic adoption of AR technology.

Manuscript type: Research paper Research aims: This study aims to investigate the role of short-form video content (SVC) in the association between marketing capabilities, influencers, and business brand engagement performance. Design/Methodology/Approach: Data was collected from 146 business owners and managers of private businesses from the central business district areas of the lower northern province of Thailand. A partial least square structure equation modelling (PLS-SEM) analysis was performed to examine the proposed relationships. Research findings: The findings indicate that SVCs enabled brand engagement and resulted in increased satisfaction with the influencer experience. The study found a positive relationship between marketing capabilities, SVCs, influencers, and brand engagement performance. Theoretical contribution/Originality: This study also contributes by providing empirical evidence of the mediation of short-form video content in the relationship between marketing capabilities and brand performance, thus suggesting that, in terms of the resource-based view (RBV), SVCs integrated with marketing capabilities contribute to fostering influencers to promote brand perception values into competitive advantage, while influencers are reaffirmed as having a positive impact on brand performance. Practitioner/Policy implications: This research also provides a practical outlook for businesses to better understand the adoption of SVCs at an initial stage and important practical implications for business entrepreneurs, managers, and practitioners regarding the use of SVCs to improve brand engagement performance. Research limitation: First, this study was limited by its focus on primary data collected using a survey approach. Therefore, future research may need to emphasise more subjective rather than objective research. Second, as this study focuses on top executives and higher levels of marketing managers, it could introduce potential biases. Further research, through the use of multiple informants (i.e., IT managers, lower-level frontline staff, etc.) in each business with well-rounded perspectives, could provide a deeper insight into the issues regarding such initiatives. Finally, more constructs related to the proposed research framework can be investigated.

No abstract

No abstract