Exploring customers’ attitudes to the adoption of robots in tourism and hospitality

Abstract

Purpose

This study aims to explore the factors affecting customers’ attitudes to the adoption of robots in hotels and travel agencies.

Design/methodology/approach

Structural equation modelling was used to test the extended technology acceptance model based on data collected from 570 customers of hotels and travel agencies.

Findings

The findings revealed that hotel customers have more positive attitudes to service robots than their peers in travel agencies.

Originality/value

This research contributes to the literature on robots in tourism and responds to the call to investigate customers’ attitudes to the adoption of robots in developing countries.

探究消费者对旅游和酒店业采用机器人的态度

研究目的

本研究旨在探索影响酒店旅游服务中使用机器人消费者态度的因素

研究设计/方法/途径

基于570个酒店和旅行社消费者的数据, 运用结构方程来检测TAM延伸模型

研究发现

研究结果显示酒店消费者比旅行社消费者对服务机器人有更加积极的态度

研究原创性/价值

本研究对以发展中国家为研究背景, 关于消费者对服务机器人的态度的旅游文献做出了贡献

Citation

Abou-Shouk, M., Gad, H.E. and Abdelhakim, A. (2021), "Exploring customers’ attitudes to the adoption of robots in tourism and hospitality", Journal of Hospitality and Tourism Technology, Vol. 12 No. 4, pp. 762-776. https://doi.org/10.1108/JHTT-09-2020-0215