Integrating robotic services in tourism is revolutionising customer
experiences and operational efficiency, especially in emerging markets. This
study applies the unified theory of acceptance and use of technology (UTAUT)
models to examine the key factors influencing consumer acceptance of service
robots in tourism. It focuses on constructs such as performance expectancy
(PE), effort expectancy (EE), hedonic motivation (HM), and facilitating
conditions (FC) while analysing privacy concern (Pcon) as a moderating factor.
Data from 507 respondents were analysed using partial least squares structural
equation modelling (PLS-SEM). The findings reveal that HM and intention to
use (IU) are significant predictors of actual usage. At the same time, Pcon plays
a nuanced moderating role, proving to be ‘significant’ in certain relationships
but not in others. Additionally, this study introduces a service robot suitability
matrix (SRSM), offering valuable insights for businesses, policymakers, and
stakeholders and aiming at leveraging service robots in enhancing tourism
services.