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Consumers’ adoption of artificial intelligence and robotics in hospitality and tourism sector: literature review and future research agenda

Pooja Goel (Shaheed Bhagat Singh College, University of Delhi, New Delhi, India)
Neeraj Kaushik (Department of Business Administration, National Institute of Technology, Kurukshetra, India)
Brijesh Sivathanu (Department of Management, College of Engineering Pune, Pune, India)
Rajasshrie Pillai (Department of Management, Pune Institute of Business Management, Pune, India)
Jasper Vikas (Shaheed Bhagat Singh College, University of Delhi, New Delhi, India)

Tourism Review

ISSN: 1660-5373

Article publication date: 22 February 2022

Issue publication date: 1 July 2022

3676

Abstract

Purpose

The purpose of this study, a current systematic literature review, is to synthesize the extant literature on consumers’ adoption of artificial intelligence and robotics (AIR) in the context of the hospitality and tourism sector (HATS) to gain a comprehensive understanding of it. This study also outlines insights for academia, practitioners, AI marketers, developers, designers and policymakers.

Design/methodology/approach

This study used a content analysis approach to conduct a systematic literature review for the period of 10 years (2011–2020) of the various published studies themed around consumer’s adoption of AIR in HATS.

Findings

The synthesis draws upon various factors affecting the adoption of AIR, such as individual factors, service factors, technical and performance factors, social and cultural factors and infrastructural factors. Additionally, the authors identified four major barriers, namely, psychological, social, financial, technical and functional that hinder the consumer’s adoption of artificial intelligence and robots in the hospitality and tourism industry.

Originality/value

To the best of the author’s/authors’ knowledge, this study is a first attempt to synthesize the factors that drive consumers’ adoption of artificial intelligence and robots in the hospitality and tourism industry. The present work also advances the tourism and consumer behavior literature by offering an integrated antecedent-outcome framework.

Visual abstract

Figure 2 The objective of the current systematic literature review is to synthesize the extant literature on consumer’s adoption of artificial intelligence and robotics (AIR) in the context of the hospitality and tourism sector (HATS) to gain a comprehensive understanding of it. For that purpose, authors conducted content analysis of extant literature on consumer’s adoption of AIR in HATS from 2011 to 2020. Authors presented an integrated antecedent outcome framework of the factors that drive consumer’s adoption of artificial intelligence and robots in the hospitality and tourism industry.

目的

这篇系统性文献综述的目的是综合现有关于消费者在酒店和旅游部门(HATS)中采用人工智能和机器人(AIR)的文献, 以便全面了解它。这项研究还概述了学术界、从业者、人工智能营销人员、开发人员、设计师和决策者的见解。

设计/方法论/方法

本研究使用内容分析方法对 10 年(2011–2020 年)期间的各种已发表研究进行系统的文献回顾, 主题围绕消费者在 HATS 中采用 AIR。

结果

本研究揭示了四大服务:自动化、定制、信息传播、旅游移动性和导航服务。 此外, 作者确定了阻碍消费者在酒店和旅游业采用人工智能和机器人的四大障碍, 即心理、社会、财务、技术和功能

原创性

本研究首次尝试综合推动消费者在酒店和旅游业中采用人工智能和机器人的因素。本文还通过提供一个综合的前因结果框架, 推进了旅游和消费者行为文献。

Resumen

Objetivo

El objetivo de la actual revisión sistemática literaria es sintetizar la literatura existente sobre la adopción de la inteligencia artificial y la robótica (IAR) por parte de los consumidores en el contexto del sector hotelero y turístico (SHT) para ganar un entendimiento comprensivo del mismo. Este estudio también traza visiones para los académicos, profesionales, comercializadores de AI, desarrolladores, diseñadores, y los elaboradores de las políticas a seguir.

Diseño/metodología/enfoque

El presente estudio siguió un enfoque de análisis de contenido para realizar una revisión sistemática de la literatura durante el período de 10 años (2011–2020) de los diversos estudios publicados y basados en la adopción de IAR en SHT, por parte de los consumidores.

Los hallazgos

Este estudio desvela cuatro grandes servicios: automatización, personalización, difusión de información, movilidad turística y servicios de navegación. Adicionalmente, los autores identificaron cuatro barreras principales, a saber; psicológicas, sociales, financieras, técnicas y funcionales, que impiden la adopción de la inteligenica artificial y la robótica por parte del consumidor, en la industria de la hospitalidad y el turismo.

Originalidad

Este estudio es un primer intento de sintetizar los factores que impulsan la adopción de la inteligencia artificial y la robótica por parte de los consumidores en la industria hotelera y turística. El presente trabajo también fomenta la literatura sobre el turismo y el comportamiento del consumidor, ofreciendo un marco integrado de resultados precedentes.

Keywords

Acknowledgements

The authors would like to thank Editor-in-Chief and anonymous reviewers for their constructive feedback that helped in enhancing the contribution of the manuscript.

Citation

Goel, P., Kaushik, N., Sivathanu, B., Pillai, R. and Vikas, J. (2022), "Consumers’ adoption of artificial intelligence and robotics in hospitality and tourism sector: literature review and future research agenda", Tourism Review, Vol. 77 No. 4, pp. 1081-1096. https://doi.org/10.1108/TR-03-2021-0138

Publisher

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Emerald Publishing Limited

Copyright © 2022, Emerald Publishing Limited

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