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Understanding travellers’ reactions to robotic services: a multiple case study approach of robotic hotels

Kadir Çakar (Faculty of Tourism, Mardin Artuklu University, Mardin, Turkey)
Şehmus Aykol (Faculty of Tourism, Mardin Artuklu University, Mardin, Turkey)

Journal of Hospitality and Tourism Technology

ISSN: 1757-9880

Article publication date: 24 December 2020

Issue publication date: 8 April 2021




The purpose of this paper is to investigate travellers’ behaviour and examine their reactions to high-tech hotels offering robotic services to customers.


Data were gathered from user-generated content within the context of a qualitative research method by analysing the online narratives of travellers at TripAdvisor who visited robotic hotels. Data analysis was realised through content analysis, which revealed various themes and categories of traveller behaviour and reactions to technology.


Results show that robotic services significantly improve the quality of service offered to travellers, while positively affecting travellers’ intention to revisit robotic hotels within the context of customer engagement behaviours.

Research limitations/implications

The results of the present research reveal that the introduction of new technologies in the service industry, such as the robotic butler, can have considerable effects on guest behaviour and attitudes. This field has emerged as a new sub-dimension of customer engagement.

Practical implications

The use of robots will most likely enhance experiences through interaction between customers and robots. Additionally, in cases where social distancing is required, the use of robots in the hospitality and tourism industry may increase the mobility of people wishing to travel by applying social distancing through use of robots in services.


The study contributes to the extant literature by identifying the concept of adoption as a sub-dimension deriving from human–robot interaction, thus generating the novelty of the research.




本论文采用定性分析手段, 采集样本为TripAdvisor游客光顾机器人酒店的在线叙述文本, 即用户生成内容(UGC)。本论文采用文本分析法, 以确定多种游客行为和对科技的反应等多个主题和范畴。


研究结果表明, 机器人服务大大提高游客服务质量, 同时也积极影响游客再光顾机器人酒店的意向, 在顾客参与行为(CEBs)的研究背景下。


本论文研究结果表明, 服务产业的新科技引用, 比如机器人服务员, 能够对顾客行为和态度产生显著的影响。这一研究领域作为顾客参与(CE)的新维度正在兴起。


新技术的引用将提高顾客的服务质量, 从而促成顾客的价值共创。此外, 还可以帮助消除游客对受到健康相关危机影响的担忧; 从业人员应该考虑在其公司、企业、或者机构中采用机器人服务。


机器人的使用将很有可能通过机器人与顾客的交互而提高顾客体验。此外, 在被要求社交隔离的情况下, 在酒店和旅游业中使用机器人将增加人们旅游的流动性。


本论文补充了现有文献, 确立了机器人接纳作为人机交互的第二维度, 从而证实了本文的新颖性。



Çakar, K. and Aykol, Ş. (2021), "Understanding travellers’ reactions to robotic services: a multiple case study approach of robotic hotels", Journal of Hospitality and Tourism Technology, Vol. 12 No. 1, pp. 155-174.



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