Purpose

The purpose of this study is to examine the impact of the use of Quick Response (QR) code application among the tourists on their satisfaction at a destination regarding information about restaurants’ offer.

Design/methodology/approach

A quantitative method was implemented in this study. The field study was conducted in 2019 in the two most visited urban destinations in Serbia. The proposed model was examined using partial least squares, and the model fits, composite reliability and convergent validity were assessed. The direction and significance of the relationships were determined by testing all of the hypotheses.

Findings

The results showed that there was a positive effect of using QR codes. However, the study showed that a QR code cannot completely affect the overall satisfaction at a destination. The analysis of the control variables (age and economic status) showed that individual, demographic and economic factors must be taken into consideration to predict individuals’ behaviour.

Research limitations/implications

To enable the generalization of the results, it is advised to conduct research on cross-cultural levels. Future studies related to the topic could be conveyed in other forms of tourism, as well as in other industries, which would provide a better insight into the application of this technology in the future.

Originality/value

The study enables managers of tourism businesses, especially in hospitality, to better understand the importance of the use of a QR code at a destination as an important marketing tool for getting information, and thus to satisfy guests’ expectations.

中文翻译：

---

QR码作为一种工具，用于接收有关目的地旅客满意度的反馈

目的

这项研究的目的是研究游客之间使用快速响应（QR）代码应用程序对目的地有关餐厅优惠信息的满意度的影响。

设计/方法/方法

在这项研究中实施了定量方法。现场研究于2019年在塞尔维亚访问量最大的两个城市目的地进行。使用偏最小二乘检验了所提出的模型，并评估了模型的拟合度，综合可靠性和收敛效度。关系的方向和重要性是通过检验所有假设来确定的。

发现

结果表明，使用QR码有积极的作用。但是，研究表明，QR码不能完全影响目的地的总体满意度。对控制变量（年龄和经济状况）的分析表明，必须考虑个人，人口和经济因素才能预测个人的行为。

研究局限/意义

为了使结果通用化，建议在跨文化水平上进行研究。与该主题相关的未来研究可以在其他形式的旅游业以及其他行业中进行，这将为将来该技术的应用提供更好的见解。

创意/价值

这项研究使旅游业的管理人员，尤其是酒店业的管理人员，能够更好地理解在目的地使用QR码作为获取信息并满足客人期望的重要营销工具的重要性。