Advanced
search

To read this content please select one of the options below:

Hotel customers’ behavioral intentions toward service robots: the role of utilitarian and hedonic values

Ahmet Bulent Ozturk (Rosen College of Hospitality Management, University of Central Florida, Orlando, Florida, USA)
Abraham Pizam (Rosen College of Hospitality Management, University of Central Florida, Orlando, Florida, USA)
Ahmet Hacikara (Rosen College of Hospitality Management, University of Central Florida, Orlando, Florida, USA)
Qingxiang An (Rosen College of Hospitality Management, University of Central Florida, Orlando, Florida, USA)
Suja Chaulagain (Rosen College of Hospitality Management, University of Central Florida, Orlando, Florida, USA)
Adela Balderas-Cejudo (Marketing Department, Business and Marketing School, ESIC University, Madrid, Spain and Department of Management, Business School, University of Deusto, Bilbao, Spain)
Dimitrios Buhalis (Business School, Bournemouth University, Poole, UK)
Galia Fuchs (Department of Tourism and Leisure Management, Ben-Gurion University of the Negev, Be’er Sheva, Israel)
Tadayuki Hara (Rosen College of Hospitality Management, University of Central Florida, Orlando, Florida, USA)
Jessica Vieira de Souza Meira (Rosen College of Hospitality Management, University of Central Florida, Orlando, Florida, USA)
Raquel García Revilla (Dpto. de Turismo y Marketing, Universidad a Distancia de Madrid (UDIMA), Madrid, Spain)
Deepa Sethi (Humanities and Liberal Arts in Management, Indian Institute of Management Kozhikode, Kozhikode, India)
Ye Shen (Experience Industry Management Department, California Polytechnic State University, San Luis Obispo, California, USA)
Olimpia State (Department of Tourism and Geography, Bucharest University of Economic Studies, Bucharest, Romania)

Journal of Hospitality and Tourism Technology

ISSN: 1757-9880

Article publication date: 31 July 2023

Issue publication date: 22 November 2023

1145

Abstract

Purpose

This study aims to investigate the effects of hotel customers’ perceived utilitarian and hedonic values on their intention to use service robots. In addition, the influences of innovativeness, ease of use and compatibility on hotel customers’ perceived utilitarian and hedonic values were examined.

Design/methodology/approach

The data of the current study was collected from 11 countries including the USA, UK, Turkey, Spain, Romania, Japan, Israel, India, Greece, Canada and Brazil. A structural equation modeling was used to test the study hypotheses.

Findings

The results indicated that hotel customers’ intention to use service robots was positively influenced by their utilitarian and hedonic value perceptions. In addition, customers’ perceptions of robots’ ease of use and compatibility had a positive impact on their perceived utilitarian and hedonic values.

Originality/value

The findings of the current study provide unique contributions in the context of hospitality robotics technology adoption literature. In addition, this study provides valuable insights and novel opportunities for hospitality decision-makers to capitalize on, as they strive to strategize the integration of robot-based services into their operations.

研究目的

本研究调查了酒店顾客感知功能性价值和享乐性价值对服务机器人使用意向的影响。此外, 本研究考察了创新性、易用性和兼容性对酒店顾客感知功能性价值和享乐性价值的影响。

设计/方法

本研究的数据来自美国、英国、土耳其、西班牙、罗马尼亚、日本、以色列、印度、希腊、加拿大和巴西等十一个国家, 采用结构方程模型（SEM）对研究假设进行测试。

研究结果

结果表明, 酒店顾客使用服务机器人的意向受到他们对功能性价值和享乐性价值的感知的积极影响。此外, 机器人易用性和兼容性对功能性价值和享乐性价值有积极影响。

创新性/价值

本研究的发现对酒店行业机器人技术应用文献提供了独特的贡献。此外, 本研究为酒店业的决策者提供了宝贵的见解和新机遇, 使他们能够在将机器人服务的优势整合到酒店运营中。

Keywords

Citation

Ozturk, A.B., Pizam, A., Hacikara, A., An, Q., Chaulagain, S., Balderas-Cejudo, A., Buhalis, D., Fuchs, G., Hara, T., Vieira de Souza Meira, J., García Revilla, R., Sethi, D., Shen, Y. and State, O. (2023), "Hotel customers’ behavioral intentions toward service robots: the role of utilitarian and hedonic values", Journal of Hospitality and Tourism Technology, Vol. 14 No. 5, pp. 780-801. https://doi.org/10.1108/JHTT-07-2022-0223

Publisher

:

Emerald Publishing Limited

Copyright © 2023, Emerald Publishing Limited

Related articles

Manage cookies

We’re listening — tell us what you think

Join us on our journey