호텔산업의 비대면서비스기술에 대한 인적서비스 필요성 인식 고찰에 관한 연구: 국내 5성급 호텔을 중심으로

Abstract

Purpose - This study attempted to structurally examine the relationship between perceived benefits and perceived risks on the necessity of human service and the intention to use non-face-to-face service technology of hotel companies. Design, data, and methodology -201 copies of samples were extracted by online and offline survey methods. It were performed that frequency analysis using the SPSS program, confirmatory factor analysis and structural equation analysis using AMOS analysis tools. Result - As a result of the analysis, first, it was found that perceived benefits had a negative(-) effect on the necessity of human service. Second, it was found that the perceived risk had a positive(+) effect on the necessity of human service. Third, it was found that the perceived risk had a positive(+) effect on the intention to use hotels using non-face-to-face service technology. Fourth, it was found that the necessity of human service had a negative(-) effect on the intention to use hotels using non-face-to-face service technology. Conclusions - From the results of this study, it was found that the existing perception that human services must be the main focus in five-star hotels has changed due to the prolonged COVID-19 pandemic.