The mediating role of the learning organization in the evaluation of technology acceptance and service innovation perceptions of accommodation purchase managers: Antalya case

The aim of this research is to examine the effect of service innovation and technology acceptance tendency on the structure of learning organization and the relations between them in hospitality businesses. In this context, the research was conducted on purchasing department managers working in the Antalya region. With the selection of this department, it is aimed to make an original contribution to the literature of the study. The research was carried out using the quantitative research method. The research universe consists of the purchasing managers of the five-star accommodation establishments operating in Antalya. Within the scope of the application of the research, pilot applications were carried out first. Depending on the reliability of the data obtained in the pilot application, the research was carried out between September 2020 - November 2020. 205 questionnaires were collected within the scope of the research. Factor analysis, correlation and regression analysis were applied to the data obtained. When the findings regarding the factor analysis are examined, the learning organization consists of three factors (organization, group / team and individual), service innovation consists of two factors (employee innovation behavior and new service development), and technology acceptance consists of four factors (perceived usefulness, perceived ease of use, facilitating situations and social factors). Correlation analysis concluded that there are positive and significant relationships between learning organization, service innovation and technology acceptance. As a result of the analysis in which the mediation effect is determined; It has been observed that the learning organization has an intermediary role in the relationship between technology acceptance and service innovation.