Anthropomorphism-based artificial intelligence (AI) robots typology in hospitality and tourism

• Published in: Journal of hospitality and tourism technology 2024-12, Vol.15 (5), p.790-807
• Main Authors: Saputra, Fachri Eka, Buhalis, Dimitrios, Augustyn, Marcjanna M., Marangos, Stefanos
• Format: Article
• Language: English
• Subjects: Anthropomorphism; Artificial intelligence; Behavior; Chatbots; Computer science; Emotions; Hospitality industry; Keywords; Literature reviews; Perceptions; Psychology; Robots; Social sciences; Systematic review; Technology Acceptance Model; Tourism
• ISSN: 1757-9880; 1757-9880; 1757-9899
• DOI: 10.1108/JHTT-03-2024-0171

Purpose Anthropomorphism plays a crucial role in the deployment of human-like robots in hospitality and tourism. This study aims to propose an anthropomorphism-based typology of artificial intelligence (AI) robots, based on robot attributes, usage, function and application across different operational levels. Design/methodology/approach Following the Preferred Reporting Items for Systematic Reviews and Meta-Analysis (PRISMA) checklist, the research was conducted in two stages. A search strategy was implemented to explore anthropomorphism-based AI robots and to develop a robot typology. Findings This study provides a comprehensive typology of anthropomorphism-based AI robots used in tourism and hospitality and classifies them into four types, namely, chatbots, mechanoids, humanoids and android robots. Each type features distinct functions and applications. Practical implications The findings can assist companies in using anthropomorphic robots to improve service and strengthen competitiveness. This study offers valuable insights to managers for deploying AI robots across diverse service sectors. Originality/value This research provides a novel typology of hospitality and tourism AI robots and extends the understanding of anthropomorphism in human–robot interaction. This typology encompasses both virtual and physical robots, providing clarity on their attributes, usage, functions and applications across diverse areas of hospitality operations. 基于拟人化的人工智能机器人在酒店和旅游业中的分类学 研究目的 拟人化在酒店和旅游业中的人类化机器人部署中起着至关重要的作用。本研究提出了基于拟人化的AI机器人分类学, 基于机器人的属性、使用、功能和在不同运营层面的应用。 研究方法 按照系统评价和荟萃分析（PRISMA）检查表, 研究分为两个阶段进行。实施了搜索策略, 探索基于拟人化的AI机器人, 并开发了机器人分类学。 研究发现 本研究提供了在旅游和酒店业中使用的基于拟人化的 AI 机器人的全面分类学, 并将它们分为四类, 即聊天机器人、机械机器人、人形机器人和仿生机器人。每种类型具有不同的功能和应用。 实践意义 研究结果可以帮助企业利用拟人化机器人提升服务水平, 增强竞争力。研究为管理者在各种服务领域部署 AI 机器人提供了宝贵的见解。 独创性/价值 本研究提供了一种新颖的酒店和旅游业 AI 机器人分类学, 并扩展了拟人化在人机交互中的理解。这种分类学涵盖了虚拟和实体机器人, 清晰地描述了它们在酒店业运营的各个领域中的属性、使用、功能。