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Consumer reactions to different robotic servers in theme parks

Ady Milman (Department of Tourism, Events and Attractions, Rosen College of Hospitality Management, University of Central Florida, Orlando, Florida, USA)
Asli D.A. Tasci (Department of Tourism, Events and Attractions, Rosen College of Hospitality Management, University of Central Florida, Orlando, Florida, USA)

Journal of Hospitality and Tourism Technology

ISSN: 1757-9880

Article publication date: 10 March 2022

Issue publication date: 21 April 2022

729

Abstract

Purpose

This study aims to understand the theme park visitors’ perceived robotic qualities featured in four different robots, assess their robotic functions and consumers’ loyalty toward four different robotic server types.

Design/methodology/approach

A structured online survey of 399 respondents measured and compared consumer perceptions related to qualities and functions of robots in a theme park context and consumers’ behavioral intentions in four different robotic scenarios – anime, cartoon-like, human-like and animal-like robots in theme parks. Survey data were collected on an online platform and analyzed by SPSS.

Findings

The results showed some expected differences in robotic qualities among the different robot-type scenarios, but similar reactions overall. The findings also provided insight into the type of robots that consumers prefer and showed a little more preference toward human-like robotic servers.

Research limitations/implications

The study was restricted to several robotic scenarios in North American theme parks. Future qualitative and quantitative studies should look in more detail at theme park visitors’ participation in the robotic service delivery process, the robots’ mobility and interactions with fellow visitors.

Practical implications

The findings can guide practitioners on robots’ looks, qualities and functionalities to consider for introducing to their patrons to create more interactive environments and experiences.

Originality/value

The study revealed some new knowledge about consumer expectations for robotic servers in theme parks. To the best of the authors’ knowledge, this is the first study that compares different robot types on their perceived appearance, qualities and functionality, or consumers’ behavioral tendencies in the context of theme parks.

研究设计/方法/方法

本研究对 399 名受访者进行的结构化在线调查测量并比较了消费者对主题公园环境中机器人质量和功能的看法以及消费者的行为四种不同机器人场景中的意图——动漫、卡通、人类和主题公园中的动物机器人。调查数据由在线平台收集并通过 SPSS 进行分析。

研究目的

该研究旨在了解主题公园游客感知到的四种不同机器人所具有的机器人品质, 评估它们的机器人功能, 以及消费者对四种不同机器人服务器类型的忠诚度。

研究发现

结果显示, 不同机器人类型场景中机器人质量存在一些预期差异, 但总体反应相似。调查结果还提供了有关消费者偏好机器人类型的信息, 并显示出对类人机器人服务器的更多偏好。

研究局限性/影响

该研究仅限于北美主题公园的几个机器人场景。未来的定性和定量研究应该更详细地研究主题公园游客参与机器人服务交付过程、机器人的移动性以及与其他游客的互动。

实践意义

这些发现可以指导从业者机器人的外观、品质和功能, 以考虑将其介绍给他们的顾客, 以创造更多的互动环境和体验。

研究原创性/价值

该研究揭示了一些关于消费者对主题公园机器人服务器期望的新知识。到目前为止, 还没有其他研究比较不同机器人类型的感知外观, 质量、功能或消费者在主题公园背景下的行为倾向。

Keywords

Citation

Milman, A. and Tasci, A.D.A. (2022), "Consumer reactions to different robotic servers in theme parks", Journal of Hospitality and Tourism Technology, Vol. 13 No. 2, pp. 314-332. https://doi.org/10.1108/JHTT-03-2021-0102

Publisher

:

Emerald Publishing Limited

Copyright © 2022, Emerald Publishing Limited

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