Determinants of instant messaging use for communication with hotels: a policy-capturing study
International Journal of Contemporary Hospitality Management
ISSN: 0959-6119
Article publication date: 23 September 2021
Issue publication date: 16 November 2021
Abstract
Purpose
Mobile instant messaging (IM) has been increasingly adopted by hotels to communicate with customers. This study aims to explore communication between hotels and customers and identifies the factors that affect hotel customers’ intention to use mobile IM to communicate with hotels.
Design/methodology/approach
A two-stage exploratory sequential mixed-method design, which combines semi-structured interview and policy-capturing method was applied.
Findings
The findings indicate that customers are more likely to use mobile IM to communicate with hotels for non-urgent matters; before and after a stay; and if customers are accustomed to using mobile IM for work and non-work purposes in daily life.
Research limitations/implications
This study goes beyond traditional theories to capturing communication-related factors that affect customers’ IM use in a hotel context.
Practical implications
The findings indicate why hotel managers should avoid relying on IM as the dominant communication channel.
Originality/value
This is among one of the first studies that explore customers’ communication needs and communication media choice in hotels.
Keywords
Acknowledgements
This paper and research project (Project Account Code: ZJLN) are funded by the Research Grant of Hospitality and Tourism Research Centre (HTRC Grant) of the School of Hotel and Tourism Management, The Hong Kong Polytechnic University.
Citation
Lei, S.I., Kirillova, K., Wang, D. and Xiao, C. (2021), "Determinants of instant messaging use for communication with hotels: a policy-capturing study", International Journal of Contemporary Hospitality Management, Vol. 33 No. 12, pp. 4237-4257. https://doi.org/10.1108/IJCHM-04-2021-0447
Publisher
:Emerald Publishing Limited
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