Factors affecting innovation resistance of fast-food employees’ usage intention of robots: an integrative perspective

Abstract

Purpose

Robots have been adopted in numerous tourism and hospitality sectors, including restaurants. This study aims to investigate fast-food employees' use of service robots (SRs) in Pakistan.

Design/methodology/approach

This study used a conceptual model based on innovation resistance theory (IRT). By employing structural equation modeling (SEM) in Smart-PLS 3.2.8, we evaluated data from 247 valid respondents.

Findings

The findings demonstrated that drivers of robot adaptation significantly influenced image barriers, risk barriers, traditional barriers, usage barriers and value barriers. The results also revealed that usage, image and traditional barriers significantly affect usage intention.

Originality/value

This study enhances the research on robotics acceptance in tourism and hospitality and subsequently aids in the planning for post-COVID-19 resumption. This study offers several practical and theoretical insights for further investigation.

Citation

Khan, S. and Mehmood, S. (2024), "Factors affecting innovation resistance of fast-food employees’ usage intention of robots: an integrative perspective", Journal of Hospitality and Tourism Insights, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/JHTI-08-2023-0515