Pengaruh Digital Guest Preference dan Guest Culture Terhadap Intention to Use Mesin Express Check-Out di Hotel Bintang Lima Surabaya
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Kemajuan teknologi digital telah mentransformasi industri perhotelan melalui inovasi seperti mesin express check-out yang meningkatkan kenyamanan dan efisiensi. Namun, adopsi teknologi ini dipengaruhi oleh preferensi digital dan latar belakang budaya tamu, yang berperan penting dalam keberhasilan implementasi dan keberlanjutan sektor perhotelan. Penelitian ini bertujuan untuk mengetahui pengaruh preferensi digital tamu dan budaya tamu terhadap pengalaman tamu saat menggunakan mesin express check-out di hotel bintang lima. Pendekatan kuantitatif dengan desain deskriptif digunakan melalui survei terhadap 245 tamu pengguna layanan express check-out yang dipilih secara purposif. Analisis data menggunakan PLS-SEM untuk menguji hipotesis. Hasil penelitian menunjukkan bahwa preferensi digital tamu memiliki pengaruh positif yang kuat terhadap pengalaman tamu. Selain itu, budaya tamu terbukti memoderasi hubungan antara preferensi digital tamu dan pengalaman tamu, dengan tamu yang lebih terbuka terhadap otomatisasi memiliki pengalaman yang lebih positif. Pengalaman tamu berpengaruh positif terhadap kepercayaan tamu, dan kepercayaan tamu mempengaruhi niat untuk menggunakan teknologi tersebut. Penelitian ini juga mengonfirmasi bahwa preferensi digital tamu mempengaruhi niat untuk menggunakan teknologi ini, yang dimediasi oleh pengalaman tamu dan kepercayaan tamu. Pemahaman terhadap preferensi digital dan budaya tamu sangat penting dalam implementasi teknologi layanan mandiri hotel. Temuan ini berkontribusi pada literatur penerimaan teknologi di sektor perhotelan dan memberikan wawasan praktis bagi manajemen hotel dalam meningkatkan layanan digital.
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