Service Robots, the Innovation of Our Era: A Qualitative Research in the Tourism Sector

Öz

Today, robots are widely used in service and manufacturing operations. Service robots are becoming more and more popular in the tourism sector. Therefore, there is a growing body of research on consumer perceptions and expectations of service robots. This study also investigated consumers' views of service robots in the tourism sector. The sample consisted of 787 participants. Data were collected online using a survey. The data were analyzed using MAXQDA. The results revealed nine dimensions: emotion, standardization, time, social impact, convenience, communication, impact on the workplace, technical problems, and assurance. The dimension of emotion consists of ten subdimensions: understanding emotions, apathy, sincerity, interaction, problematic interaction, personalized service, body language, attractiveness, irritability, and the privilege of being a human. The dimension of "standardization" consisted of seven subdimensions: reliability, defined job, quality, monotony, patience, practicality, and equality. The dimension of "time" consisted of two subdimensions: speed and timeliness. The dimension of "social impact" consisted of six subdimensions: unemployment, social communication, adaptation problems, financial problems, social problems, and technology dependence. The dimension of "convenience" consisted of four subdimensions: facilitating, workload, flexibility, and safety. The dimension of "communication" consisted of four subdimensions: understanding, foreign languages, informing, and comfort. The dimension of "impact on the workplace" consisted of five subdimensions: efficiency, cost, experience, suitability for the workplace, and workforce stability. The dimension of "assurance" consisted of four subdimensions: health, danger, trust, and information security.

Anahtar Kelimeler

• robot technology
• tourism industry
• service robots

Kaynakça

1. Belanche, D., Casalo, L. V. and Flavian, C. (2020). Frontline Robots in Tourism and Hospitality: Service Enhancement or Cost Reduction?. Electronic Markets, https://doi.org/10.1007/s12525-020-00432-5.
2. Belanche, D., Casaló, L. V., Flavián, C. and Schepers, J. (2020). Service Robot Implementation: A Theoretical Framework and Research Agenda. The Service Industries Journal. 40(3-4), 203-225.
3. Cain, L. N., Thomas, J. H. and Alonso Jr, M. (2019). From Sci-Fi to Sci-Fact: The State of Robotics and AI in The Hospitality Industry. Journal of Hospitality and Tourism Technology, 10(4), 624-650.
4. Choi, S., Liu, S. Q. and Mattila, A. S. (2019). How May I Help You? Says A Robot: Examining Language Styles in The Service Encounter. International Journal of Hospitality Management, 82, 32-38.
5. Choi, Y., Choi, M., Oh, M. and Kim, S. (2020). Service Robots in Hotels: Understanding The Service Quality Perceptions of Humanrobot Interaction. Journal of Hospitality Marketing & Management, 29 (6), 613-635.
6. Choi, Y., Oh, M., Choi, M. and Kim, S. (2021). Exploring The Influence of Culture on Tourist Experiences With Robots in Service Delivery Environment. Current Issues in Tourism, 24(5), 717-733.
7. Christou, P., Simillidou, A. and Stylianou, M. C. (2020). Tourists’ Perceptions Regarding The Use of Anthropomorphic Robots in Tourism and Hospitality. International Journal of Contemporary Hospitality Management, 32(11), 3665-3683.
8. Collins, G.R. (2020). Improving Human–Robot Interactions in Hospitality Settings. International Hospitality Review, 34(1), 61-79.

9. Fusté-Forné, F. and Jamal, T. (2021). Co-creating New Directions for Service Robots in Hospitality and Tourism. Tourism and Hospitality, 2, 43–61.
10. Go, H., Kang, M. and Suh, S.C. (2020). Machine Learning of Robots in Tourism and Hospitality: Interactive Technology Acceptance Model (ITAM) – cutting edge. Tourism Review, 75(4), 625-636.
11. Hou, Y., Zhang, K. and Li, G. (2021). Service Robots or Human Staff: How Social Crowding Shapes Tourist Preferences. Tourism Management, 83, 1-9.
12. Huang, H. L., Cheng, L. K., Sun, P. C. and Chou, S. J. (2021). The Effects of Perceived Identity Threat and Realistic Threat on The Negative Attitudes and Usage Intentions Toward Hotel Service Robots: The Moderating Effect of The Robot’s Anthropomorphism. International Journal of Social Robotics, 13, 1599–1611. https://doi.org/10.1007/s12369-021-00752-2.
13. Ivanov, S., Webster, C. and Berezina K., (2017). Adoption of Robots and Service Automation by Tourism and Hospitality Companies. Revista Turismo & Desenvolvimento, 27(28), 1501-1517.
14. Jia, J. W., Chung, N. and Hwang, J. (2021). Assessing The Hotel Service Robot Interaction on Tourists' Behaviour: The Role of Anthropomorphism. Industrial Management & Data Systems. 121(6), 1457-1478. https://doi.org/10.1108/IMDS-11-2020-0664
15. Kim, S. S., Kim, J., Badu-Baiden, F., Giroux, M. and Choi, Y. (2021). Preference for Robot Service or Human Service in Hotels? Impacts of The COVID-19 Pandemic. International Journal of Hospitality Management, 93, 1-12.
16. Lee, Y., Lee, S. and Kim, D. Y. (2021). Exploring Hotel Guests’ Perceptions of Using Robot Assistants. Tourism Management Perspectives, 37, 1-12.
17. Lin, I. Y. and Mattila, A. S. (2021). The Value of Service Robots from The Hotel Guest’s Perspective: A Mixed-Method Approach. International Journal of Hospitality Management, 94, 1-21.
18. Lu, L., Cai, R. and Gursoy, D. (2019). Developing and Validating A Service Robot Integration Willingness Scale. International Journal of Hospitality Management, 80, 36–51.
19. Lu, V. N., Wirtz, J., Kunz, W. H., Paluch, S., Gruber, T., Martins, A. and Patterson, P. G. (2020). Service Robots, Customers And Service Employees: What Can We Learn From The Academic Literature and Where Are The Gaps?. Journal of Service Theory and Practice, 30(3), 361-391.
20. Lu, L., Zhang, P. and (Christina) Zhang, T. (2021). Leveraging “Human-Likeness” of Robotic Service At Restaurants. International Journal of Hospitality Management, 94, 1-9.
21. Lukanova, G. and Ilieva, G. (2019). Robots, Artificial Intelligence and Service Automation in Hotels. In Robots, Artificial Intelligence, and Service Automation in Travel, Tourism and Hospitality. Emerald Publishing Limited.
22. Murphy J., Gretzel U. and Pesonen J. (2019). Marketing Robot Services in Hospitality and Tourism: The Role of Anthropomorphism. Journal of Travel & Tourism Marketing, 36 (7), 784-795,
23. Park S. (2020). Multifaceted Trust in Tourism Service Robots. Annals of Tourism Research, 81, 1-12.
24. Pillai, R. and Sivathanu, B. (2020). Adoption of AI-Based Chatbots for Hospitality and Tourism. International Journal of Contemporary Hospitality Management, 32(10), 3199-3226.
25. Pillai, S. G., Haldorai, K., Seo W. S. and Kim, W. G. (2021). COVID-19 and Hospitality 5.0: Redefining Hospitality Operations. International Journal of Hospitality Management, 94, 1-11.
26. Qiu, H., Li, M., Shu, B. and Bai, B. (2020). Enhancing Hospitality Experience With Service Robots: The Mediating Role of Rapport Building. Journal of Hospitality Marketing & Management, 29(3), 247-268.
27. Samala, N., Katkam, N. S., Bellamkonda, R. S. and Rodriguez, R. V. (2020). Impact of AI and Robotics in The Tourism Sector: A Critical Insight. Journal of Tourism Futures, https://doi.org/10.1108/JTF-07-2019-0065.
28. Seyitoğlu, F. and Ivanov, S. (2020). A Conceptual Framework of The Service Delivery System Design for Hospitality Firms in The (Post-) Viral World: The Role of Service Robots. International Journal of Hospitality Management, 91, 1-10.
29. Wirtz, J., Patterson, P. G., Kunz, W. H., Gruber, T., Lu, V. N., Paluch, S. and Martins, A. (2018). Brave New World: Service Robots in The Frontline. Journal of Service Management, 29(5), 907-931.
30. Xu, S., Stienmetz, J. and Ashton, M. (2020). How Will Service Robots Redefine Leadership in Hotel Management? A Delphi Approach. International Journal of Contemporary Hospitality Management, 32 (6) 2217-2237.
31. Zeng, Z., Chen, P.J. and Lew, A. A. (2020). From High-Touch yo High-Tech: COVID-19 Drives Robotics Adoption. Tourism Geographies, 22(3), 724-734.
32. Zhong, L., Sun, S., Law, R. and Zhang, X. (2020). Impact of Robot Hotel Service on Consumers’ Purchase Intention: A Control Experiment. Asia Pacific Journal of Tourism Research, 25(7), 780-798.