Can Emotional Quotient Boost Intelligence Quotient? The Influence of Service Robots' Communication Styles on Tourists' Memorable Experiences

There has been insufficient research on how the emotional- and intelligence-related shortcomings of service robots may be compensated for to enhance the tourist experience. In this study, we explore the influence of service robots' communication style on tourists' memorable tourism experiences through three situational experiments involving different backgrounds and groups of subjects. The findings indicate that when service robots use social-oriented (vs. task-oriented) communication emphasizing emotional intelligence, tourists have more memorable experiences. Perceived warmth and intelligence mediate the relationship between communication style and memorable tourism experiences. At the same time, a higher level of anthropomorphism in the appearance of service robots, along with tourists' familiarity with technology, enhances the positive effects of socially oriented communication. These conclusions contribute to the literature on human–robot interaction in tourism and provide guidance for using service robots in scenic destinations.