Hotel Facial Recognition Systems: Insight into Guests’ System Perceptions, Congruity with Self-Image, and Anticipated Emotions


Cristian Morosan


In line with novel service models, facial recognition systems are promising in hotels, as they can optimize legacy consumer tasks (e.g., authentication, payment) and increase security. Using data collected from a nationwide sample of U.S. hotel consumers, this study empirically validated a conceptual model that explains consumers’ intentions to use facial recognition systems based on system perceptions (i.e., performance and effort expectancy), congruity with self-image, trust in hotel, and positive and negative anticipated emotions. Performance expectancy, trust in organization, and positive anticipated emotions significantly influenced intentions, while congruity with self-image and effort expectancy significantly influenced performance expectancy.

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February, 2020

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