The investigation of digital transformation strategies in airports in the scope of passengers' technological resistance and technology readiness and the impact on airport experience

With technological developments, many businesses are undergoing digital transformation and using new generation technologies. The practical usability of new generation technologies and passengers' acceptance of these devices and applications are related to their resistance to technology. Therefore, passengers with high technological resistance tend to prefer traditional methods more. It is assumed that individuals with high technological literacy will reduce technological resistance because they are more willing to understand and use technology. The aim of this thesis is to examine the relationship between technological resistance and technology readiness and to analyse the effect of this relationship on airport experience. In this context, based on the Technology Acceptance Model Theory, technological resistance and technology readiness variables are determined as the antecedents of airport experience. Istanbul Airport, which is accepted as a pioneer in digitalisation in Turkey, was selected as the sample. Face-to-face drop and collect survey technique was preferred and 974 valid and 26 invalid questionnaire forms were obtained from the passengers forming the sample. The data obtained were analysed using SPSS and AMOS Structural Equation Modelling. As a result of the analyses, it was determined that resistance to technology negatively affects the airport experience. The relationship between technological resistance and technology readiness was found to be positively affected. As a result of the analyses on moderator variables, airport experiences of passengers differ positively and negatively according to their socio-economic status, education level, age, gender, frequency of airport use and waiting time at the airport.