Exploring customers’ attitudes to the adoption of robots in tourism and hospitality
Mohamed Abou‐Shouk, Hesham Ezzat saad Gad, Ayman Abdelhakim
Abstract
Purpose This study aims to explore the factors affecting customers’ attitudes to the adoption of robots in hotels and travel agencies. Design/methodology/approach Structural equation modelling was used to test the extended technology acceptance model based on data collected from 570 customers of hotels and travel agencies. Findings The findings revealed that hotel customers have more positive attitudes to service robots than their peers in travel agencies. Originality/value This 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.
Topics & Concepts
HospitalityTourismMarketingBusinessOriginalityRobotStructural equation modelingHospitality industryService (business)Value (mathematics)Knowledge managementComputer scienceSociologyQualitative researchArtificial intelligenceLawMachine learningPolitical scienceSocial scienceAI in Service InteractionsDigital Marketing and Social MediaTechnology Adoption and User Behaviour