Konaklama İşletmelerinde Akıllı Turizm Teknolojilerinin Kurumsal Kabulü

Amaç – Bu çalışmanın amacı, konaklama işletmelerinde akıllı turizm teknolojilerinin kurumsalkabulünü etkileyen faktörleri ortaya çıkararak çalışma alanıyla ilgili bilgi birikimine katkıdabulunmaktır. Yöntem – Nitel araştırma yöntemlerinden yapılandırılmış mülakat tekniğine uygun şekilde görüşmesoruları belirlenmiş ve Mayıs-Haziran 2020 aylarında farklı türdeki turizm ürünü ile farklı profildekituristlere hizmet sunan Antalya ve Kapadokya Bölgesini temsilen de Kayseri ve Nevşehir’de faaliyetgösteren dokuz ayrı konaklama işletmesi yöneticisi ile yüz-yüze görüşülerek ve e-posta yoluyla birincilveri toplanmıştır. Verilerin çözümlenmesinde tümevarımcı içerik analizi kullanılmış olup, her birgörüşme sorusuna alınan cevaplar kullanılarak değerlendirmede bulunulmuştur. Bulgular – Verilerin analizi sonucunda; algılanan fayda, uyumluluk, tepe yönetimin desteği, işletmeninbüyüklüğü, teknolojik yeterlilik, müşteri ihtiyaçları ve rekabetçi baskı faktörlerinin konaklamaişletmelerinde akıllı turizm teknolojilerinin kurumsal kabulünü olumlu yönde etkilediği, karmaşıklıkfaktörünün ise olumsuz yönde etkilediği sonucuna ulaşılmıştır. Ayrıca, yapılan görüşmeler sonucundayasal düzenlemelerin de çevresel faktör olarak olumlu yönde etki oluşturduğu ortaya çıkmıştır. Tartışma – Turizm sektöründe yeni teknolojilerin kurumsal kabulüne yönelik literatürde çalışmalarbulunsa da (Wang ve Qualls, 2007; Fux ve Myrach, 2009; Ozturk vd., 2012; Leung vd., 2015; Nurhadi vePurnomo, 2018) akıllı turizm teknolojilerinin kurumsal kabulüne yönelik çalışmalararastlanmamaktadır. Araştırma sonucunda akıllı turizm teknolojilerini benimsemede olumlu etkisininolduğu ileri sürülen uyumluluk faktörünü Ozturk vd. (2012), işletmenin büyüklüğü ve teknolojikyeterlilik faktörünü Wang vd. (2016), müşteri ihtiyaçları faktörünü Lin (2017) ve rekabetçi baskıfaktörünü Yan Xin vd. (2014) destekleyen çalışmalar bulunmaktadır. Elde edilen bulgulardoğrultusunda akademiye, uygulayıcılara ve gelecek çalışmalara önerilerde bulunulmuştur.

Organizational Adoption of Smart Tourism Technologies in Accommodation Enterprises

Purpose – The purpose of this study is to contribute to the relevant knowledge accumulation byrevealing the factors that affect the organizational adoption of smart tourism technologies inaccommodation enterprises. Design/methodology/approach – Structured interviews were carried out, which is one of the mostlyused qualitative data gathering techniques. Primary data were collected through either face-to-faceinterviews or e-mails held in May-June 2020 with nine managers of accommodation enterprisesoperating in Antalya and Cappadocia Region which offer different tourism products to different touristprofiles. The data were subjected to inductive content analysis, participants’ responses were tabulated,and direct quotations were included for each interview question. Findings – As the data analysis reveals, the perceived benefit, compatibility, top management support,firm size, technology competence, customer needs and competitive pressure factors positively affect theorganizational adoption of smart tourism technologies in the accommodation enterprises while thecomplexity factor affects negatively. Moreover, it was stated that the legal regulations as beingenvironmental factor had also positive implications. Discussion – Although there are studies on the organizational adoption of new technologies in thetourism sector (Wang & Qualls, 2007; Fux & Myrach, 2009; Ozturk et al., 2012; Leung et al., 2015;Nurhadi & Purnomo, 2018), no study available on organizational adoption of smart tourismtechnologies in accommodation enterprises. The compatibility, firm size, technology competence,customer needs and competitive pressure factors affect positively the organizational adoption of smarttourism technologies in accommodation enterprises. These results are supported by the studies ofOzturk et al. (2012), Wang et al. (2016), Lin (2017), and Yan Xin et al. (2014). In line with these findings,suggestions were made to the academia, practitioners and future studies.

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