지속가능한 환대·관광산업을 위한 너징 및 디지털 너징

Abstract

Purpose - In reality, machines have been widely adopted in hospitality fields including hotels, restaurants, events and tourism attractions. Many hospitality businesses have replaced employees with machines to reduce their labor costs. However, merely efficiency-focused decision-making is risky because the substantial value of hospitality can be discarded, which will not be sound and beneficial for anybody in the long-term. Technological innovations should reflect the underlying value of hospitality rather than technology per se for a matured and healthy society where social members coexist. Design, data, and methodology - Therefore, with nudging theory postulated by Thaler and Sunstain, this study not only explores nudging and digital nudging cases in the hospitality fields but also suggests how to develop hospitality nudging and digital nudging strategies in the future. Conclusions - As it is of great importance to understand and utilize complicated psychological, social and cultural factors to develop effective and creative nudging strategies, this issue should continue to be actively discussed in the future. It is expected that this paper will contribute to a meaningful starting point for such discussions in this regard.