The COVID-19 pandemic has created the opportunity to conduct a huge experiment with online classes in the university setting. The objectives of this study are (1) to provide obvious insight into determining factors driving greater intention of students to use online learning systems based on an integrated technology acceptance model (TAM) and theory of planned behavior (TPB), and (2) to provide the moderating role of innovativeness as a key factor. An online survey was conducted with 216 university students taking hospitality and tourism studies in Busan, Korea. The results of the study are as follows. First, perceived ease of use affects perceived usefulness, perceived usefulness affects attitude, whereas perceived ease of use does not directly affect attitude. Second, attitude and subjective norms positively influence behavioral intention, while perceived behavioral control does not. Third, user innovativeness plays a moderating role in the relationship between subjective norms and behavioral intention. As part of the lessons learned from COVID-19, it is meaningful to provide insightful implications to academia, specifically to the college of hospitality and tourism.

Many recent studies with the topic of innovative technologies have been executed in the viewpoint of adoption/readiness of one specific cutting-edge technology in the hospitality industry. Unlike with the existing studies, the present research comprehensively dealt with consumers’ perceived performance of a smart hotel and explored its influence on the formation of attitude and word-of-mouth intention. Furthermore, this study encompassed drivers of technology readiness (optimism and innovativeness) as critical moderators. Our analysis results confirmed that the perceived performance of a smart hotel is essential in generating individuals’ favorable attitudes and positive word-of-mouth intentions. The moderating roles of optimism and innovativeness were also found in the link between perceived performance and attitude. Theoretical value and managerial contributions were discussed through unpinning the structural relationships among study variables in the smart hotel context.

Central Bank Digital Currency (CBDC) is a digital asset backed to fiat currencies issued and regulated by reputable national financial institutions. Bearing in mind accelerating developments in financial technology and CBDC, this study explored tourists’ adoption of CBDC as a payment method by focusing on the relationship between attitudes, subjective norms, perceived behavioral control, mass media coverage, fear of missing out relative advantages, and perceived risk. A socio-psychological theory was utilized as a theoretical framework. The survey data were collected from China, Korea, and the US. The proposed framework strongly supported Digital Korean Won and Digital Yuen.

Purpose: This research paper aims to explore the concerns and determinants of travelers’ behavior toward ChatGPT in the hospitality and tourism context. It also examines the weight of risk factors versus that of motivation and innovation characteristics influencing travelers’ approach behaviors toward ChatGPT. Design/methodology/approach: A cumulative prospect theory was used to determine travelers’ responses to ChatGPT. This study, using a fuzzy-set qualitative approach, explored risk, motivation and innovation factors as determinants of approach behaviors for ChatGPT. Findings: Findings revealed that risk, motivation and innovation factors were the key triggers of approach behaviors for ChatGPT. An intricate combination effect of the perceived risk, motivation and innovation characteristics was found, and the necessary predictors were determined. Practical implications: The findings of this study will expand our current knowledge and offer practical insights for the development of ChatGPT in the hospitality and tourism sector. Originality/value: This study makes a significant contribution to the existing literature by providing a nuanced understanding of the intricate interplay between the various factors that shape customer behavior in the context of technology adoption in hospitality and tourism studies.

This study sought to identify the importance of motivated consumer innovativeness through the moderating role of the COVID-19 outbreak in the context of drone food delivery services. The data were collected from the different periods that are before and after the COVID-19 outbreak, respectively. The structural equation modeling analysis showed that three sub-dimensions of motivated consumer innovativeness, such as functional, hedonic, and social motivations, positively affected attitude toward drone food delivery services. In addition, the attitude had a positive influence on intentions to use the services. Furthermore, the outbreak of COVID-19 moderated the relationship between functional motivation and attitude.