Purpose

This paper aims to explore tourist perceived value and attachment to intelligent voice assistants (IVAs) as antecedents of the quality of the human–IVA relationship in the hospitality domain. This research also examines the moderating role of psychological factors (self-esteem) and knowledge factors (past experience and technology expertise) in the relationships between antecedents and relationship quality.

Design/methodology/approach

The researchers conducted two quantitative studies, collecting data via online surveys in Mechanical Turk (n₁ = 124 and n₂ = 281). The proposed model was tested using partial least squares structural equation modeling.

Findings

The first study uncovers that tourist perceived value is the main influence on the quality of the relationship between tourists and IVAs. The second study confirms the direct relationships of the first and shows that self-esteem and technology expertise act as moderators.

Practical implications

This study advances the understanding of the tourism and hospitality stakeholders in using modern technologies (e.g. IVAs). Through comprehending the relationship building between individuals and IVAs, the stakeholders will be able to craft better strategies.

Originality/value

The study extends the attachment and social exchange theories to the tourist–IVA relationship context. Specifically, this research demonstrates the impact of tourist perceived value on the quality of the relationship with the IVA. It also points out that tourists’ self-esteem and technology expertise can weaken the tourist–IVA relationship.

中文翻译：

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支持我：分析旅游者-智能语音助手的关系质量

目的

本文旨在探索旅游者对智能语音助手 (IVA) 的感知价值和依恋，作为酒店领域中人与 IVA 关系质量的前提。本研究还考察了心理因素（自尊）和知识因素（过去的经验和技术专长）在前因和关系质量之间的关系中的调节作用。

设计/方法/方法

研究人员进行了两项定量研究，通过 Mechanical Turk 的在线调查收集数据（n ₁ = 124 和n ₂ = 281）。所提出的模型使用偏最小二乘结构方程模型进行了测试。

发现

第一项研究发现，游客感知价值是影响游客与 IVA 关系质量的主要因素。第二项研究证实了第一项的直接关系，并表明自尊和技术专长起到调节作用。

实际影响

这项研究提高了旅游和酒店利益相关者对使用现代技术（例如 IVA）的理解。通过理解个人与 IVA 之间建立的关系，利益相关者将能够制定更好的策略。

原创性/价值

该研究将依恋和社会交换理论扩展到游客-IVA 关系背景。具体而言，这项研究证明了旅游感知价值对与 IVA 关系质量的影响。它还指出，游客的自尊和技术专长会削弱游客与 IVA 的关系。