Nurturing online trust in the digital sphere: Case study of self-catering apartments in Cáceres, a Unesco World Heritage Site
Nurturing online trust in the digital sphere: Case study of self-catering apartments in Cáceres, a Unesco World Heritage Site
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El uso de la tecnología en línea se da por sentado al reservar servicios turísticos. Los negocios de hostelería con un método de pago digital parecen generar confianza en los huéspedes antes de llegar al establecimiento. ¿Cómo puede la esfera digital replicar valores humanos? Las manifestaciones tecnológicas inundan cada una de las facetas de la industria hotelera, se adaptan a las demandas de los clientes de la generación Z (Gen-Z), establecen y mantienen la confianza. El objetivo del estudio fue analizar mecanismos que generan e impulsan la construcción de la confianza digital y el impacto directo de esta en la relación comercial/personal, principalmente entre huéspedes y propietarios de apartamentos turísticos. Para la recolección de datos, la herramienta de investigación utilizada fue un cuestionario con escala tipo Likert. Mediante el método de ecuaciones estructurales (SEM-PLS), se recogieron digitalmente 186 respuestas de estudiantes universitarios del grado de Turismo, así como de huéspedes y propietarios de apartamentos turísticos de la ciudad histórica de Cáceres (España). Los resultados destacaron que lograr un equilibrio entre seguridad, conveniencia y confianza es crucial para el éxito de los sistemas de pagos digitales.
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