Services Robots Adoption in Hotels

Hospitality industry is dramatically influenced by innovative services. This research explored the reasons for the adoption of service robots in the hospitality industry. For the purpose of this study, one hotel in the US was selected for the data collection purpose. Survey questions were adapted from previous studies. Surveyed data of 200 respondents were analyzed using confirmatory factor analysis and structural equation modeling (SEM). The findings revealed that perceived enjoyment, perceived innovativeness, and perceived trust positively influenced travelers’ attitudes toward using service robots. Furthermore, the findings show that switching costs moderates perceived safety and attitude toward service robots. The research highlights the importance of new technology in the context of hotel marketing. Finally, this study provides practical implications for marketers to manage. Future research could be expanded to investigate other service quality factors.