Consumer acceptance of robotic services in tourism

Abstract

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.