Preference for robot service or human service in hotels? Impacts of the COVID-19 pandemic. (February 2021)

• Record Type: Journal Article
• Authors: Kim, Seongseop (Sam); Kim, Jungkeun; Badu-Baiden, Frank; Giroux, Marilyn; Choi, Youngjoon
• Is Part Of: International journal of hospitality management. Volume 93(2021)
• Publication Date: 2021-02
• Subjects: COVID-19 -- Artificial intelligence (AI) -- Robots -- Robotics -- Tourism -- Threat; Hotel management -- Periodicals; Restaurant management -- Periodicals; Food service management -- Periodicals; Hôtels -- Gestion -- Périodiques; Restaurants -- Gestion -- Périodiques; Services alimentaires -- Gestion -- Périodiques; Food service management; Hotel management; Restaurant management; Periodicals; 647.94
• DOI: 10.1016/j.ijhm.2020.102795
• Languages: English
• ISSNs: 0278-4319

Abstract

Highlights: This study examines choices that involve multiple options with human and robot facets. This study identifies preference for robot-staffed hotels over human-staffed hotels. This study shows preference for robot-staffed (vs. human-staffed) hotels when COVID-19 is salient. This study evidences the moderating role of perceived threat in consumers' choices in times of severe crisis. Abstract: Robots and artificial intelligence (AI) technologies are becoming more prominent in the tourism industry. Nowadays, consumers are faced with multiple options involving both human and robot interactions. A series of experimental studies were implemented. Four experiments demonstrated that consumers had a more positive attitude toward robot-staffed (vs. human-staffed) hotels when COVID-19 was salient. The results were different from previous studies, which were conducted before the COVID-19 pandemic. Since the moderating role of perceived threat in consumers' preference for robot-staffed hotels was significant, the respondents' preference was attributed to the global health crisis. This research provides a number of theoretical and managerial implications by improving the understanding of technology acceptance during a health crisis.