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Exploring customers’ attitudes to the adoption of robots in tourism and hospitality

Exploring customers’ attitudes to the adoption of robots in tourism and hospitality This study aims to explore the factors affecting customers’ attitudes to the adoption of robots in hotels and travel agencies.Design/methodology/approachStructural equation modelling was used to test the extended technology acceptance model based on data collected from 570 customers of hotels and travel agencies.FindingsThe findings revealed that hotel customers have more positive attitudes to service robots than their peers in travel agencies.Originality/valueThis research contributes to the literature on robots in tourism and responds to the call to investigate customers’ attitudes to the adoption of robots in developing countries. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Hospitality and Tourism Technology Emerald Publishing

Exploring customers’ attitudes to the adoption of robots in tourism and hospitality

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Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
1757-9880
DOI
10.1108/jhtt-09-2020-0215
Publisher site
See Article on Publisher Site

Abstract

This study aims to explore the factors affecting customers’ attitudes to the adoption of robots in hotels and travel agencies.Design/methodology/approachStructural equation modelling was used to test the extended technology acceptance model based on data collected from 570 customers of hotels and travel agencies.FindingsThe findings revealed that hotel customers have more positive attitudes to service robots than their peers in travel agencies.Originality/valueThis research contributes to the literature on robots in tourism and responds to the call to investigate customers’ attitudes to the adoption of robots in developing countries.

Journal

Journal of Hospitality and Tourism Technology – Emerald Publishing

Published: Dec 1, 2021

Keywords: Robots; Egypt; Hotels; Customer attitudes; Adoption; Travel agencies; 机器人; 采用; 消费者态度; 酒店; 旅行社; 埃及

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