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Hotel robots: an exploratory study of Generation Z customers in China

Hotel robots: an exploratory study of Generation Z customers in China Given little light has been shed on the preference of Generation Z tourists or tourists from different cultural backgrounds toward service robot preference in hospitality contexts, this study aims to explore robot service preferences in the accommodation sector in the Chinese market, with a specific focus of Generation Z customers.Design/methodology/approachThis study followed an exploratory sequential research design including two qualitative methods (i.e. projective techniques and semistructured interviews) to reach its objectives.FindingsThis study suggests that service robots are more preferred for routine tasks and gender differences exist in the preference of service robot’s anthropomorphism level. The preferences are driven by four factors based on different levels of hedonic and utilitarian values: experienced-hedonic value, utilitarian-hedonic value, task-relevant value and utilitarian value.Research limitations/implicationsFirst, because of the exploratory nature of this study, the data interpretation is unavoidably subjective; therefore, the results can be confirmed by using a more rigorous research method. Second, this study only focuses on the preference of Generation Z customers in China in the hotel sector; as the cultural differences exist in different countries, this study’s findings cannot be readily generalized across populations and service contexts. Finally, this study fails to dig into the effect of gender differences on varying levels of anthropomorphic attributes.Practical implicationsAs hotels adopt service robots more widely, managers need to identify customers’ service preferences and prioritize tasks between robots and human resources for more efficient service. Particularly important is understanding the benefits and challenges of specific robot implementations rather than looking for a one-size-fits-all mode of operation.Originality/valueTo the best of the authors’ knowledge, this is the first study to understand robot service preference with regard to specific tourist groups in illustrating their preference for service delivery. Drawing on self-determination theory, this study potentially provides a theoretical basis for hotel service process optimization. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Tourism Review Emerald Publishing

Hotel robots: an exploratory study of Generation Z customers in China

Chen, Yujia; Xue, Tao; Tuomi, Aarni; Wang, Ziya
Tourism Review , Volume 77 (5): 14 – Aug 31, 2022
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References (51)

Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
1660-5373
eISSN
1660-5373
DOI
10.1108/tr-02-2022-0095
Publisher site
See Article on Publisher Site

Abstract

Given little light has been shed on the preference of Generation Z tourists or tourists from different cultural backgrounds toward service robot preference in hospitality contexts, this study aims to explore robot service preferences in the accommodation sector in the Chinese market, with a specific focus of Generation Z customers.Design/methodology/approachThis study followed an exploratory sequential research design including two qualitative methods (i.e. projective techniques and semistructured interviews) to reach its objectives.FindingsThis study suggests that service robots are more preferred for routine tasks and gender differences exist in the preference of service robot’s anthropomorphism level. The preferences are driven by four factors based on different levels of hedonic and utilitarian values: experienced-hedonic value, utilitarian-hedonic value, task-relevant value and utilitarian value.Research limitations/implicationsFirst, because of the exploratory nature of this study, the data interpretation is unavoidably subjective; therefore, the results can be confirmed by using a more rigorous research method. Second, this study only focuses on the preference of Generation Z customers in China in the hotel sector; as the cultural differences exist in different countries, this study’s findings cannot be readily generalized across populations and service contexts. Finally, this study fails to dig into the effect of gender differences on varying levels of anthropomorphic attributes.Practical implicationsAs hotels adopt service robots more widely, managers need to identify customers’ service preferences and prioritize tasks between robots and human resources for more efficient service. Particularly important is understanding the benefits and challenges of specific robot implementations rather than looking for a one-size-fits-all mode of operation.Originality/valueTo the best of the authors’ knowledge, this is the first study to understand robot service preference with regard to specific tourist groups in illustrating their preference for service delivery. Drawing on self-determination theory, this study potentially provides a theoretical basis for hotel service process optimization.

Journal

Tourism Review – Emerald Publishing

Published: Aug 31, 2022

Keywords: Service robots; Generation Z; Hotel management; Robot service preference; 服务机器人; Z世代; 酒店管理; 机器人服务偏好; Robots de servicio; Generación Z; Gestión hotelera; Preferencia de servicio de robot

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