Konaklama Sektöründe Robotik Teknolojilerin Kullanımına Yönelik Bakış Açısı: Batman Örneği

Abstract

Bu araştırma, Batman ilindeki konaklama sektöründe çalışanların robotik teknolojilere yönelik bakış açılarını ortaya koymayı amaçlamaktadır. Nitelikli iş gücü, hizmet kalitesi ve müşteri memnuniyeti açısından önemli bir yer tutan konaklama sektöründe, teknolojik gelişmelerin özellikle robotik sistemlerin entegrasyonu ile nasıl değerlendirildiği araştırılmıştır. Araştırmada anket tekniği kullanılarak 124 otel çalışanın görüşlerine başvurulmuş ve elde edilen verilerde frekans ve yüzdelik değerlendirmeler yapılmıştır. Araştırma sonuçları, katılımcıların büyük bir bölümünün robotik teknolojilere karşı kararsız, temkinli ya da yeterince bilgi sahibi olmadığını göstermektedir. Özellikle teknolojinin iş gücü üzerindeki etkisi, hizmet kalitesine katkısı, maliyet boyutu ve rekabet gücü gibi unsurlar konusunda çalışanlar arasında belirgin görüş ayrılıkları bulunmaktadır. Robotik teknolojilere güven duyanların oranı düşük olup, memnuniyet ve kullanım istekliliği sınırlı düzeydedir.

Keywords

• Robotik teknolojiler
• Konaklama sektörü
• Otel çalışanları
• Çalışan algısı
• Teknoloji kabulü

A Perspective On The Use Of Robotic Technologies In The Hospitality Sector: The Batman Example

Abstract

This study aims to reveal the perspectives of employees working in the hospitality sector in the province of Batman toward robotic technologies. In the hospitality sector, which holds a significant position in terms of qualified workforce, service quality, and customer satisfaction, the study examines how technological developments—particularly the integration of robotic systems—are perceived. In the research, data were collected through a questionnaire administered to 124 hotel employees, and frequency and percentage analyses were conducted on the obtained data. The results indicate that a large proportion of the participants are indecisive, cautious, or insufficiently informed about robotic technologies. In particular, there are noticeable differences of opinion among employees regarding issues such as the impact of technology on the workforce, its contribution to service quality, cost considerations, and competitive advantage. The proportion of participants who trust robotic technologies is low, and levels of satisfaction and willingness to use these technologies are limited.

Keywords

• Robotics technologies
• Hospitality industry
• Hotel employees
• Employee perception
• Technology adoption

References

1. Altunışık, R., Coşkun, R., Bayraktaroğlu, S., & Yıldırım, E. (2017). Sosyal bilimlerde araştırma yöntemleri (9. baskı). Sakarya Yayıncılık.
2. Belanche, D., Casaló, L. V., Flavián, C., & Schepers, J. (2020). Service robot implementation: A theoretical framework and research agenda. The Service Industries Journal, 40(3–4), 203–225. https://doi.org/10.1080/02642069.2019.1672663
3. Bharadwaj, A., El Sawy, O. A., Pavlou, P. A., & Venkatraman, N. (2013). Digital business strategy: Toward a next generation of insights. MIS Quarterly, 37(2), 471–482. https://doi.org/10.25300/MISQ/2013/37:2.3
4. Bieszk-Stolorz, B., & Kachniewska, M. (2023). Hotel robots: Opportunities and threats. Tourism Economics, 29(1), 98–117. https://doi.org/10.1177/13548166211055862
5. Buhalis, D., & Law, R. (2008). Progress in information technology and tourism management: 20 years on and 10 years after the Internet—The state of eTourism research. Tourism Management, 29(4), 609–623. https://doi.org/10.1016/j.tourman.2008.01.005
6. Buhalis, D., Leung, R., & Law, R. (2018). eTourism: Critical information and communication technologies for tourism destinations. Tourism Management, 69, 460–470. https://doi.org/10.1016/j.tourman.2018.06.010
7. Buhalis, D., & Moldavska, I. (2019). In-room voice-based AI digital assistants. Journal of Hospitality and Tourism Technology, 10(1), 10–28. https://doi.org/10.1108/JHTT-01-2018-0002
8. Čaić, M., Odekerken-Schröder, G., & Mahr, D. (2018). Service robots: Value co-creation and co-destruction in elderly care networks. Journal of Service Management, 29(2), 178–205. https://doi.org/10.1108/JOSM-07-2017-0179

9. Çakıcı, A. C., & Aydın, S. (2020). Turizm sektöründe teknolojik yeniliklere bakış. Turizm Akademik Dergisi, 7(1), 55–70.
10. Davenport, T. H., & Ronanki, R. (2018). Artificial intelligence for the real world. Harvard Business Review, 96(1), 108–116.
11. Demir, M., & Demir, S. Ş. (2021). Otel işletmelerinde dijitalleşme algısı ve yöneticilerin dijital dönüşüme yaklaşımları. Sosyal Bilimler Araştırmaları Dergisi, 16(2), 455–472.
12. Field, A. (2013). Discovering statistics using IBM SPSS statistics (4th ed.). SAGE Publications.
13. Frey, C. B., & Osborne, M. A. (2017). The future of employment: How susceptible are jobs to computerisation? Technological Forecasting and Social Change, 114, 254–280. https://doi.org/10.1016/j.techfore.2016.08.019
14. Gretzel, U., & Murphy, H. C. (2019). Service robots in hospitality and tourism: Investigating consumer acceptance. Tourism Management Perspectives, 30, 69–76. https://doi.org/10.1016/j.tmp.2019.02.002
15. Gursoy, D., Chi, O. H., & Chi, C. G. (2019). Effects of AI and robotics on hospitality employment. International Journal of Hospitality Management, 81, 1–10. https://doi.org/10.1016/j.ijhm.2019.03.008
16. Gursoy, D., et al. (2020). Smart tourism technologies. Tourism Review, 75(1), 1–6. https://doi.org/10.1108/TR-09-2019-0398
17. Ham, S., Kim, W. G., & Jeong, S. (2005). Effect of information technology on performance in upscale hotels. International Journal of Hospitality Management, 24(2), 281–294. https://doi.org/10.1016/j.ijhm.2004.06.010
18. Ivanov, S., & Webster, C. (2017). Designing robot-friendly services: Integrating robots into the tourism and hospitality service encounter. International Journal of Contemporary Hospitality Management, 29(5), 1295–1311. https://doi.org/10.1108/IJCHM-09-2015-0496
19. Ivanov, S., & Webster, C. (2019). Robots, artificial intelligence, and service automation in travel, tourism and hospitality. Emerald Publishing.
20. Ivanov, S., Webster, C., & Berezina, K. (2017). Adoption of robots and service automation by tourism and hospitality companies. Revista Turismo & Desenvolvimento, 27(28), 1501–1517.
21. Ivanov, S., Webster, C., & Garenko, A. (2018). Young Russian adults’ attitudes towards the potential use of robots in hotels. Technology in Society, 55, 24–32. https://doi.org/10.1016/j.techsoc.2018.06.004
22. Kim, M. J., Kim, J., & Wang, Y. (2021). Technology acceptance and customer satisfaction with hotel service robots. International Journal of Contemporary Hospitality Management, 33(4), 1335–1353. https://doi.org/10.1108/IJCHM-09-2020-1030
23. Köse, A. (2022). Otel işletmelerinde dijitalleşme süreci ve robotların kullanımı: Türkiye örneği. Turizm Akademik Dergisi, 9(1), 31–49.
24. Kuo, Y.-F., Chen, J.-M., & Tseng, C.-Y. (2017). Investigating the antecedents of trust in virtual communities. Online Information Review, 41(5), 625–640. https://doi.org/10.1108/OIR-04-2016-0091
25. Lin, I. Y., & Mattila, A. S. (2021). The impact of service robots on customer perceptions of cleanliness in hotel settings. International Journal of Hospitality Management, 94, 102825. https://doi.org/10.1016/j.ijhm.2021.102825
26. Lu, L., Cai, R., & Gursoy, D. (2020). Developing and validating a service robot integration willingness scale. International Journal of Hospitality Management, 87, 102378. https://doi.org/10.1016/j.ijhm.2020.102378
27. Lu, V. N., Wirtz, J., Kunz, W. H., Paluch, S., Gruber, T., Martins, A., & Patterson, P. (2019). Service robots, customers and service employees. Journal of Service Theory and Practice, 29(3), 393–414. https://doi.org/10.1108/JSTP-03-2018-0065
28. Morosan, C., & DeFranco, A. (2016). Revisiting UTAUT2 to examine NFC mobile payments in hotels. International Journal of Hospitality Management, 53, 17–29. https://doi.org/10.1016/j.ijhm.2015.11.003
29. Porter, M. E., & Heppelmann, J. E. (2014). How smart, connected products are transforming competition. Harvard Business Review, 92(11), 64–88.
30. Rogers, E. M. (2003). Diffusion of innovations (5th ed.). Free Press.
31. Schwab, K. (2016). The fourth industrial revolution. World Economic Forum.
32. Tuomi, A., Tussyadiah, I., & Stienmetz, J. (2021). Applications and implications of service robots in hospitality. Cornell Hospitality Quarterly, 62(2), 112–123. https://doi.org/10.1177/1938965520963961
33. Tung, V. W. S., & Law, R. (2017). Human–robot interaction in tourism and hospitality. International Journal of Contemporary Hospitality Management, 29(10), 2498–2513. https://doi.org/10.1108/IJCHM-11-2016-0631
34. Tussyadiah, I. (2020). A review of research into automation in tourism. Annals of Tourism Research, 81, 102883. https://doi.org/10.1016/j.annals.2020.102883
35. Tussyadiah, I., & Park, S. (2018). Consumer evaluation of hotel service robots. In R. Schegg & B. Stangl (Eds.), Information and communication technologies in tourism 2018 (pp. 308–320). Springer.
36. UNWTO. (2020). International tourism highlights: 2020 edition. World Tourism Organization. https://doi.org/10.18111/9789284422456
37. Venkatesh, V., & Bala, H. (2008). Technology Acceptance Model 3. Decision Sciences, 39(2), 273–315. https://doi.org/10.1111/j.1540-5915.2008.00192.x
38. Venkatesh, V., Thong, J. Y. L., & Xu, X. (2012). Consumer acceptance of information technology. MIS Quarterly, 36(1), 157–178.
39. Wirtz, J., Patterson, P. G., Kunz, W. H., Gruber, T., Lu, V. N., Paluch, S., & Martins, A. (2018). Brave new world: Service robots in the frontline. Journal of Service Management, 29(5), 907–931. https://doi.org/10.1108/JOSM-04-2018-0119
40. Xiang, Z., Du, Q., & Fan, W. (2023). Smart tourism transformation. Tourism Management, 96, 104699. https://doi.org/10.1016/j.tourman.2022.104699
41. Yılmaz, A., & Sezgin, E. (2021). Otelcilikte dijital dönüşüm ve robotik uygulamalara yönelik algılar. Turizm ve Otelcilik Dergisi, 12(1), 58–72.
42. Zeng, Z., Chen, P. J., & Lew, A. A. (2020). From high-touch to high-tech. Tourism Geographies, 22(3), 724–734. https://doi.org/10.1080/14616688.2020.1762118