Understanding the drivers of consumers’ acceptance and use of service robots in the hotel industry

IF 9.1 1区管理学 Q1 HOSPITALITY, LEISURE, SPORT & TOURISM International Journal of Contemporary Hospitality Management Pub Date : 2024-10-16 DOI:10.1108/ijchm-02-2024-0163

Heesup Han, Sung In Kim, Jin-Soo Lee, Inyoung Jung

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Abstract

Purpose

This study aims to discover factors and configurations that influence customers’ acceptance behaviors to investigate the current hospitality industry using service robots.

Design/methodology/approach

A mix of symmetrical and asymmetrical modeling methods was used for the data analysis. The symmetrical modeling was used to find the net effects, whereas asymmetrical modeling was adopted to find the combined configurations for hotel guests’ robot service acceptance behaviors.

Findings

The results revealed the significant effect of innovativeness, willingness to be a lighthouse customer, personal norms and concern about service robot performance on acceptance behaviors. In addition, the complex solution models using characteristics of tech-forward consumers, norms and attitude and uncertainty and concern were found.

Practical implications

The study shows directions to hotel marketers, to help them make customers adopt service robots.

Originality/value

The study explored customer service robot acceptance behaviors based on comprehensive theoretical backgrounds, including the technology acceptance model, theory of planned behavior, norm activation model and service robot acceptance model.

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了解酒店业消费者接受和使用服务机器人的驱动因素

目的本研究旨在发现影响顾客接受行为的因素和配置，以调查当前酒店业使用服务机器人的情况。结果结果显示，创新能力、成为灯塔顾客的意愿、个人规范和对服务机器人性能的关注对接受行为有显著影响。原创性/价值本研究基于技术接受模型、计划行为理论、规范激活模型和服务机器人接受模型等综合理论背景，探讨了顾客服务机器人接受行为。

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来源期刊

International Journal of Contemporary Hospitality Management Multiple-

CiteScore

16.90

自引率

31.50%

发文量

239

期刊介绍： The International Journal of Contemporary Hospitality Management serves as a conduit for disseminating the latest developments and innovative insights into the management of hospitality and tourism businesses globally. The journal publishes peer-reviewed papers that comprehensively address issues pertinent to strategic management, operations, marketing, finance, and HR management in the field of hospitality and tourism.