To read the full version of this content please select one of the options below:

Construction and empirical research on acceptance model of service robots applied in hotel industry

Lina Zhong (School of Tourism Sciences, Beijing International Studies University, Beijing, China)
Xiaoya Zhang (School of Tourism Sciences, Beijing International Studies University, Beijing, China)
Jia Rong (Faculty of Information Technology, Monash University, Melbourne, Australia)
Hing Kai Chan (Nottingham University Business School China, University of Nottingham China, Ningbo, China)
Jinyu Xiao (Institute of Geographical Sciences and Resources, Chinese Academy of Sciences, Beijing, China)
Haoyu Kong (Faculty of Information Technology, Monash University, Melbourne, Australia)

Industrial Management & Data Systems

ISSN: 0263-5577

Article publication date: 1 October 2020

Issue publication date: 7 June 2021

2096

Abstract

Purpose

Robots, as the crystallization of new artificial intelligence, are being applied in various fields, especially the hotel industry. They are seizing the opportunities, using technology to improve the overall quality and comprehensive competitiveness. However, they also cause many problems due to practical limitations. The purpose of this paper is to study customers' recognition and acceptance of hotel service robots to guide the successful promotion of this technology.

Design/methodology/approach

This paper proposed a comprehensive model based on the theory of planned behavior, the technology acceptance model and then the perceived value-based acceptance model. Exploratory factor analysis, confirmatory factor analysis, grouped regression analysis and path analysis was adopted to validate the impacts of each variable to obtain the final reliable model using data collected from hotel guests using a self-designed questionnaire.

Findings

The empirical research based on the theoretical model shows that the constructed conceptual model can thoroughly explain the influencing factors of hotel robot acceptance, enrich the acceptance theory and provide academic support for the use and popularization of hotel service robots. Among all variables, attitude, usefulness and perceived value are the factors that have the greatest impact on acceptance. They have significant differences in the effects of adjustment variables such as gender, educational level, whether hotel robots have been used, and whether other robot services have been experienced on different paths in the model.

Practical implications

This paper explored the customer acceptance of service robots in hotels, helped to understand the process of decision-making on service robot selection and contributed to the theoretical extension of the hospitality industry. The work guides hotel management to promote better-personalized products and services of robot technology in the hospitality industries.

Originality/value

The acceptance study on hotel service robots provides insight into the hotel industry to understand customers' attitudes and acceptance of emerging technology.

Keywords

Acknowledgements

The work described in this paper was partially supported by grant from the National Natural Science Foundation of China under Grant No.: 71974010. In addition, this study was partly supported by a research grant funded by the Hong Kong Polytechnic University.

Citation

Zhong, L., Zhang, X., Rong, J., Chan, H.K., Xiao, J. and Kong, H. (2021), "Construction and empirical research on acceptance model of service robots applied in hotel industry", Industrial Management & Data Systems, Vol. 121 No. 6, pp. 1325-1352. https://doi.org/10.1108/IMDS-11-2019-0603

Publisher

:

Emerald Publishing Limited

Copyright © 2020, Emerald Publishing Limited

Related articles