Use of service robots in hospitality: An observational study in terms of technology acceptance model

IF 3 Q2 HOSPITALITY, LEISURE, SPORT & TOURISM

Tourism and Hospitality Research Pub Date : 2023-11-05 DOI:10.1177/14673584231198438

Gürkan Çalişkan, Burhan Sevim

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引用次数: 0

Abstract

This study aims to explore hospitality customers’ behavioral intentions and reactions toward service robots from the perspective of the Technology Acceptance Model. Kastamonu University Scientific Research Projects Coordination Department has supported this research. In this context, the service robot was leased. The service robot has been shown to customers in the lobbies, restaurants, rest areas, and cafes of accommodation establishments. Customers were enabled to interact with the robot. The participant observation method was adopted in the study. Unstructured interviews were conducted. The data divided into categories from the perspective of the Technology Acceptance Model were processed using the MAXQDA analysis tool. The density map was drawn from the “Document Portfolio.” The data were obtained as a result of participant observation. It is divided into two categories. These; are “Behavioral Responses” and “Cognitive and Emotional Responses.” The most prominent themes within the categories are video/photo taking, speaking, touching (behavioral), excitement, liking, and having fun (cognitive and emotional). The user rate of these reactions is 7/10 on average. It was observed that the participants enjoyed, were satisfied, and wanted to interact with the service robot. These findings reveal that behavioral intentions related to technology acceptance may occur against service robots.

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服务机器人在酒店业的应用:一项基于技术接受模型的观察研究

本研究旨在从技术接受模型的角度探讨酒店顾客对服务机器人的行为意图和反应。卡斯塔莫努大学科研项目协调部支持本研究。在这种情况下，服务机器人是租用的。该服务机器人已在大堂、餐厅、休息区和住宿场所的咖啡馆向顾客展示。顾客可以与机器人互动。本研究采用参与观察法。进行了非结构化访谈。采用MAXQDA分析工具对从技术接受模型角度进行分类的数据进行处理。密度图是从“文件组合”中绘制的。数据是通过参与观察获得的。它被分为两类。这些;分别是"行为反应"和"认知和情绪反应"这些类别中最突出的主题是视频/照片拍摄、演讲、触摸(行为)、兴奋、喜欢和享受(认知和情感)。这些反应的用户率平均为7/10。据观察，参与者喜欢，满意，并希望与服务机器人互动。这些发现表明，与技术接受相关的行为意图可能发生在服务机器人身上。

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来源期刊

Tourism and Hospitality Research HOSPITALITY, LEISURE, SPORT & TOURISM-

CiteScore

7.40

自引率

8.60%

发文量

期刊介绍： Tourism and Hospitality Research is firmly established as a leading and authoritative, peer-reviewed journal for tourism and hospitality researchers and professionals. Tourism and Hospitality Research covers: • Hospitality and tourism operations • Marketing and consumer behaviour • HR management • Social Media and Marketing • Technology • Planning and development • Policy • Performance and financial management • Strategic implications • Environmental aspects • Forecasting and prediction • Revenue management • Impact assessment and mitigation • Globalisation • Research methodologies • Leisure and culture • Risk Management • Change Management