Testing the Relationships Regarding Hotel Guests’ Perception of Robots in 4- and 5-Star Hotels, South Africa

The current digitalisation era has increased the use of innovative technologies such as artificial intelligence (Chat GPT), cloud computing (Microsoft Azure), and robotics (Connie) in the tourism and hospitality industries. The increased use of service robots comes with its own issues regarding the adoption and resistance of robots from hotel guests and employees. The current age of artificial intelligence and the advent of robots portends increased use of innovative technologies in the tourism industry, with higher levels of service innovation than in many other industries. Other factors, such as the worldwide pandemic and various contagious viruses, have spurred limited physical contact with people. The high unemployment rate in South Africa is a given versus the use of robots and staff retention. The controversy around the use of robots remains evident in a developing country context. This study investigated 4- and 5-star hotel guests’ perceptions of robot usage in different hotel departments (reception, housekeeping, food and beverages, and additional services) in South Africa. In an exploratory study, a quantitative methodology was applied. Through social media platforms, data were collected from 224 hotel guests. A purposive sample (hotel guests who must have stayed or intend to stay at 4- or 5-star hotels in South Africa) was used to select respondents. Descriptive statistics, exploratory factor analysis (EFA), and a Pearson’s correlation analysis were used to analyse the data. The results of the analysis indicate that the guests’ perception of the advantages of robots affects the use of robots in the hotel department positively and significantly. The results suggest that accommodation establishments (4- or 5-star hotels in South Africa) could use innovative technology effectively in a rapidly changing service environment. The application of robots in these hotel departments could potentially enhance the efficient management thereof as well as ensuring its sustainability. Guest experience of Generation Z might also be enhanced while visiting the destination.