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Assessing the hotel service robot interaction on tourists' behaviour: the role of anthropomorphism

Jing Wen Jia (College of Hotel and Tourism Management, Kyung Hee University, Seoul, Republic of Korea)
Namho Chung (Smart Tourism Education Platform, Kyung Hee University, Seoul, Republic of Korea)
Jooyoung Hwang (Department of Tourism and Convention, Pusan National University, Busan, Republic of Korea)

Industrial Management & Data Systems

ISSN: 0263-5577

Article publication date: 22 February 2021

Issue publication date: 7 June 2021




The main purpose of this study is to investigate the impact of service robots on hotel visitors' behaviour and to verify the role of anthropomorphism(human likeness) in customer satisfaction with robots.


An online survey of 381 respondents was conducted, divided into three types of robots according to the level of anthropomorphism. The research model was thoroughly tested using the PLS-SEM method. Research model was tested thoroughly using the PLS-SEM method.


This study found that user satisfaction with service robots in a hotel had a positive impact on user satisfaction, attitude towards the hotel and room purchase intention. Moreover, our results showed that users were most likely to accept medium-human likeness robots and least likely to accept high–human likeness robots.


This study proposes influencing factors to be considered when researching hotel service robots, as well as practical suggestions for any hotel intending to use or currently using a service robot.



This work was supported by the Ministry of Education of the Republic of Korea and the National Research Foundation of Korea (NRF-2019S1A3A2098438)


Jia, J.W., Chung, N. and Hwang, J. (2021), "Assessing the hotel service robot interaction on tourists' behaviour: the role of anthropomorphism", Industrial Management & Data Systems, Vol. 121 No. 6, pp. 1457-1478.



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