Customers’ Attitudes Towards the Functional Use of Service Robots in a Hotel Environment

This study aims to investigate customers’ attitudes towards the functional use of service robots in various operational areas of a hotel. Although only some hotels have introduced service robots in Africa, their creation is still in the initial stage in South African hotels. As a result, hotel customers have different perceptions of these robots in hotels. The research objectives were to determine customers’ attitudes towards service robots in various operational areas of a hotel and to identify the functional use of service robots in a hotel environment. The present study adopted a quantitative research approach to investigate the attitudes of South African hotel customers towards robots. An online survey collects quantitative data from hotel customers. The study targeted 340 respondents between 18 and 60 who had visited 3–5-star hotels. The current study found that South African hotel customers have positive attitudes towards service robots, albeit partially. In addition, the hotel customers acknowledge the functional use of service robots in a hotel and believe they will benefit them. In addition, this study contributes to the body of knowledge by revealing a South African perspective of service robots in hotels, aiding a foundation for future academic research. Results from this research may help hotel managers and owners understand how the hospitality and tourism industries will have to adapt to customers’ perceptions and adaptability towards hotel robots.