Skip to main content
Log in

Travelers’ viewpoints on machine translation using Q methodology: a perspective of consumption value theory

  • Original Research
  • Published:
Information Technology & Tourism Aims and scope Submit manuscript

Abstract

With the advancement of AI-powered technologies, machine translation (MT) has had a notable influence on tourists’ travel experiences by altering the way they use or understand language in destinations. The purpose of this study is to identify and describe travelers’ viewpoints of MT derived from their experience based on consumption value theory (CVT). This paper also utilized Q methodology to gain insights into travelers’ perspectives on MT by performing Q-sorting on 32 South Koreans who used MT while traveling abroad. The analysis of using Ken-Q revealed three major perspectives: a linguistic shortcut, the compass of comprehensibility, and the pocket assistant of linguistic abundance, in which conditional, functional, epistemic, and social values are reflected. The findings generate both theoretical and practical implications for enhancing the utilization of MT and its significance in tourism-related activities.

This is a preview of subscription content, log in via an institution to check access.

Access this article

Subscribe and save

Springer+ Basic
$34.99 /Month
  • Get 10 units per month
  • Download Article/Chapter or eBook
  • 1 Unit = 1 Article or 1 Chapter
  • Cancel anytime
Subscribe now

Buy Now

Price excludes VAT (USA)
Tax calculation will be finalised during checkout.

Instant access to the full article PDF.

Similar content being viewed by others

References

Download references

Funding

The authors of the manuscript have no Financial Disclosure.

Author information

Authors and Affiliations

Authors

Corresponding author

Correspondence to Kanghee Lee.

Ethics declarations

Conflict of interest

The authors of the manuscript have no Conflict of Interest.

Additional information

Publisher’s Note

Springer Nature remains neutral with regard to jurisdictional claims in published maps and institutional affiliations.

Rights and permissions

Springer Nature or its licensor (e.g. a society or other partner) holds exclusive rights to this article under a publishing agreement with the author(s) or other rightsholder(s); author self-archiving of the accepted manuscript version of this article is solely governed by the terms of such publishing agreement and applicable law.

Reprints and permissions

About this article

Check for updates. Verify currency and authenticity via CrossMark

Cite this article

Lee, N., Lee, K. Travelers’ viewpoints on machine translation using Q methodology: a perspective of consumption value theory. Inf Technol Tourism 26, 611–632 (2024). https://doi.org/10.1007/s40558-024-00296-x

Download citation

  • Received:

  • Revised:

  • Accepted:

  • Published:

  • Issue Date:

  • DOI: https://doi.org/10.1007/s40558-024-00296-x

Keywords

Navigation