Service robots and hotel guests’ perceptions: anthropomorphism and stereotypes

• Published in: Tourism review (Association internationale d'experts scientifiques du tourisme) 2024-02, Vol.79 (2), p.505-522
• Main Authors: Song, Xiaoxiao, Li, Yunpeng, Leung, Xi Yu, Mei, Dong
• Format: Article
• Language: English
• Subjects: Anthropomorphism; Hotels & motels; Perceptions; Robotics; Robots; Stereotypes; Tourism
• ISSN: 1660-5373; 1660-5373; 1759-8451
• DOI: 10.1108/TR-04-2023-0265

Purpose Drawing on anthropomorphism and the stereotype content model, this study aims to explore the impacts of robot anthropomorphism on hotel guests’ word of mouth and continuous usage intention through perceived warmth and competence. This study also investigates the moderating effects of guests’ expertise. Design/methodology/approach A total of 524 valid data was collected with Chinese hotel guest through an online survey. Data were analyzed by using structural equation modeling. Findings The results indicate that robot anthropomorphism positively affects perceived warmth and competence. Perceived warmth positively affects guests’ word of mouth and continuous usage intention, while perceived competence only positively influences guests’ continuous usage intention. The findings further show that guest expertise weakens the positive relationship between robot anthropomorphism and perceived warmth and competence. Originality/value This study advances robot service literature by integrating the stereotype content model with robot anthropomorphism in exploring hotel guests’ perceptions on service robots. This study also discovers the vital boundary role of guest characteristics in human–robot interaction. This study provides valuable information for hoteliers to design and adopt better robots for optimal guest experiences. 目的 基于拟人化和刻板印象内容模型, 本研究探讨了机器人拟人化通过感知温暖和感知能力对酒店客人的口碑和持续使用意向的影响。此外, 本研究也探讨了客人专业知识的调节作用。 设计/方法/途径 通过在线调查问卷, 我们共收集了来自中国酒店客人的524份有效数据, 并采用结构方程模型对这些数据进行了分析。 结果 研究结果表明, 机器人拟人化积极影响感知温暖和感知能力。感知温暖会对客人的口碑和持续使用意向产生积极影响, 而感知能力只对客人的持续使用意向产生积极影响。研究结果进一步表明, 客人的专业知识会削弱机器人拟人化与感知温暖和能力之间的积极关系。 原创性/价值 为了探索酒店客人对服务机器人的感知（状况/情况）, 本研究将机器人拟人化因素整合到刻板印象内容模型中, 其结果推动了机器人服务研究的发展。本研究还发现了客人特征在人机互动中的重要边界作用。本研究为酒店经营者设计和采用更好的机器人以获得最佳的客人体验提供了有价值的参考。 Diseño/metodología/enfoque Se recopiló datos válidos de un total de 524 clientes de hoteles chinos mediante una encuesta en línea. Los datos fueron analizados mediante un modelo de ecuaciones estructurales. Objetivo Basándose en el antropomorfismo y en el modelo de contenido estereotipado, este estudio explora el impacto del antropomorfismo de los robots en el boca a boca de los clientes del hotel y en la intención de uso continuado a través de la calidez y la competencia percibidas. El estudio investiga también los efectos moderadores de la experiencia de los huéspedes. Conclusiones Los resultados indican que el antropomorfismo del robot afecta positivamente a la calidez y a la competencia percibidas. La calidez percibida influye