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Journals / Güncel Turizm Araştırmaları Dergisi / 2026 / Cilt: 10 Sayı: 2

The Robots Are Ready… But What About the Students? Technology Acceptance of Service Robots Among Tourism Students

Robotlar Hazır… Peki Öğrenciler? Turizm Öğrencilerinin Hizmet Robotlarına Yönelik Teknoloji Kabulü

Mehmet Ertaş(PAMUKKALE ÜNİVERSİTESİ)0000-0003-4396-5104
Hande Mutlu Öztürk(PAMUKKALE ÜNİVERSİTESİ)0000-0002-4404-0106
Burçin Kırlar Can(PAMUKKALE ÜNİVERSİTESİ)0000-0003-0819-3014
Pages
506–529
Publication Date
2026-09-11
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AI Summary & Key Takeaways

AI Insight
⚡ TL;DR(Too Long; Didn't Read)

The findings revealed that perceived ease of use has a significant and strong effect on hedonic motivation and attitude, while hedonic motivation significantly influences purchase intention and attitude, but does not directly explain purchase behavior.

📌 3 Key Takeaways

🎯
Objective & Hypothesis:This study examines the technology acceptance of service robots among tourism faculty students within the framework of the Extended TAM.
📊
Key Findings & Data:The research involved collecting data from 428 undergraduate students via online surveys and examining variables such as perceived ease of use, hedonic motivation, attitudes towards service robots, purchase intention, and purchase behavior.
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Conclusion & Impact:The findings revealed that perceived ease of use has a significant and strong effect on hedonic motivation and attitude, while hedonic motivation significantly influences purchase intention and attitude, but does not directly explain purchase behavior.
🔬Design:Survey & Empirical Study
📍Scope:Comprehensive Sample
⚙️Variables:Hizmet Robotları · Teknoloji Kabul Modeli · Hedonik Motivasyon

Abstract

This study examines the technology acceptance of service robots among tourism faculty students within the framework of the Extended TAM. The research involved collecting data from 428 undergraduate students via online surveys and examining variables such as perceived ease of use, hedonic motivation, attitudes towards service robots, purchase intention, and purchase behavior. The findings revealed that perceived ease of use has a significant and strong effect on hedonic motivation and attitude, while hedonic motivation significantly influences purchase intention and attitude, but does not directly explain purchase behavior. Mediation analyses show that hedonic motivation, attitude, and purchase intention play partial mediating roles in the model. The findings suggest that raising awareness of technology in tourism education and implementing application-based learning processes could be beneficial, and that robot technologies should be evaluated not only in terms of efficiency but also in terms of students’ perceptions and experiences with these technologies.

Özet

Bu çalışma, turizm fakültesi öğrencilerinin hizmet robotlarına yönelik teknoloji kabulünü genişletilmiş Teknoloji Kabul Modeli (TAM) çerçevesinde ele almaktadır. Araştırma kapsamında 428 lisans öğrencisinden çevrimiçi anket yoluyla toplanmış ve algılanan kullanım kolaylığı, hedonik motivasyon, hizmet robotlarına yönelik tutum, satın alma niyeti ve satın alma davranışı değişkenleri incelenmiştir. Bulgular, algılanan kullanım kolaylığının hedonik motivasyon ve tutum üzerinde anlamlı ve güçlü bir etkiye sahip olduğunu ortaya koymuş, hedonik motivasyonun satın alma niyeti ve tutum üzerinde anlamlı etkisi bulunurken, satın alma davranışını doğrudan açıklamadığı belirlenmiştir. Aracılık analizleri, hedonik motivasyon, tutum ve satın alma niyetinin modelde kısmi aracı roller üstlendiğini göstermektedir. Bulgular, turizm eğitiminde teknolojiye yönelik farkındalık oluşturulmasının ve uygulama temelli öğrenme süreçlerinin gerçekleştirilmesinin faydalı olabileceğini, ayrıca sektör açısından robot teknolojilerinin yalnızca verimlilik açısından değil, öğrencilerin bu teknolojilere yönelik algı ve deneyimleri açısından da değerlendirilmesi gerektiğini göstermektedir.

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Cite This Article

Ertaş, M., Öztürk, H. M., Can, B. K. (2026). The Robots Are Ready… But What About the Students? Technology Acceptance of Service Robots Among Tourism Students. Güncel Turizm Araştırmaları Dergisi, Cilt: 10 Sayı: 2, 506–529. https://doi.org/10.32572/guntad.1852258

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