Los efectos de la pandemia de COVID-19 y la sociabilidad de los consumidores brasileños sobre las actitudes y el uso de tecnologías contactless en la hostelería
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https://doi.org/10.7784/rbtur.v20.3378Palabras clave:
Uso de tecnologías contactless, Actitud del consumidor, Sociabilidad, Servicios de hospedaje, COVID-19Resumen
Aunque la adopción de tecnologías contactless en la industria hotelera se ha investigado ampliamente en contextos asiáticos, norteamericanos y europeos, persisten lagunas en cuanto a los factores que influyen en este comportamiento en Brasil. Los consumidores brasileños tienden a valorar el contacto humano en los servicios de hostelería, lo que llevó a este estudio a investigar los efectos de la pandemia de COVID-19 y la sociabilidad individual en las actitudes y el uso de tecnologías contactless en el alojamiento. Para ello, se realizó una encuesta en línea con 299 encuestados que ya habían utilizado algún tipo de servicio de alojamiento en el país. Los datos recopilados se analizaron mediante modelos de ecuaciones estructurales (PLS-SEM), complementados con análisis factoriales exploratorios y confirmatorios. Los resultados indicaron que solo la actitud hacia los servicios sin contacto ejerció una influencia significativa en su aceptación y preferencia de uso, mientras que los efectos de la sociabilidad y las percepciones sobre la pandemia no fueron estadísticamente significativos. El estudio refuerza la centralidad de la actitud como antecedente directo del uso de tecnologías contactless en el sector hotelero y cuestiona la aplicabilidad universal de conceptos como la sociabilidad en contextos culturales específicos. Finalmente, los hallazgos también sugieren que, en el contexto brasileño, el impacto de la pandemia de COVID-19 en aspectos específicos del consumo en la industria hotelera puede haber sido más transitorio que estructural.
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