Leveraging human-robot interaction in hospitality services: Incorporating the role of perceived value, empathy, and information sharing into visitors’ intentions to use social robots

Ronan de Kervenoael; Rajibul Hasan; Alexandre Schwob; Edwin Goh

doi:10.1016/j.tourman.2019.104042

Leveraging human-robot interaction in hospitality services: Incorporating the role of perceived value, empathy, and information sharing into visitors’ intentions to use social robots

Ronan de Kervenoael^*
, Rajibul Hasan
, Alexandre Schwob
, Edwin Goh

^*Corresponding author for this work

Marketing and Entrepreneurship

Rennes School of Business
La Rochelle Business School
University College Birmingham
Singapore Institute of Management

Research output: Contribution to journal › Article › peer-review

572 Citations (SciVal)

Abstract

Social robots have become pervasive in the tourism and hospitality service environments. The empirical understanding of the drivers of visitors' intentions to use robots in such services has become an urgent necessity for their sustainable deployment. Certainly, using social androids within hospitality services requires organisations' attentive commitment to value creation and fulfilling service quality expectations. In this paper, via structural equation modelling (SEM) and semi-structured interviews with managers, we conceptualise and empirically test visitors' intentions to use social robots in hospitality services. With data collected in Singapore's hospitality settings, we found visitors' intentions to use social robots stem from the effects of technology acceptance variables, service quality dimensions leading to perceived value, and two further dimensions from human robot interaction (HRI): empathy and information sharing. Analysis of these dimensions' importance provides a deeper understanding of novel opportunities managers may take advantage of to position social robot-delivered services in tourism and hospitality strategies.

Original language	English
Article number	104042
Journal	Tourism Management
Volume	78
Early online date	29 Nov 2019
DOIs	https://doi.org/10.1016/j.tourman.2019.104042
Publication status	Published - Jun 2020

Funding

Supplementary data to this article can be found online at https://doi.org/10.1016/j.tourman.2019.104042 . Ronan de Kervenoael is a Professor of Marketing at Rennes School of Business in France. His wider research interests lie under the umbrella of retail, technology and consumer behaviour, including the study of social, cultural, and technological transformations in how consumers and firms (re)organize their lives or strategies. His work has been published in Environment & Planning A, World Development, European Journal of Operational Research, Information Technology and People, Journal of Retailing and Consumer Services, Service Industries Journal, Telecommunication Policy, International Journal of Retail Distribution Management and Consumption Markets & Culture. Rajibul Hasan is an Assistant Professor of Marketing at Rennes School of Business (AACSB, EQUIS, AMBA accredited). He is a principal investigator in the Artificial Intelligence (AI) & consumer behaviour research area of excellence. He completed his PhD from the University of Kent, UK, in the area of marketing. He specializes in understanding consumer behaviour and innovation adoption. He has published in academic journals including Journal of Public Policy and Marketing, Journal of Business Research, Computer in Human Behaviour, and Journal of Marketing Management and Strategic Change Alexandre Schwob , is an Associate Professor of Marketing at Excelia group, in La Rochelle Business School in France. His main research interests are digital transformation and Consumer Culture Theory (CCT). His research addresses these topics in various kinds of environments both from consumer and companies' perspectives. In his publications, whether in Information Technology and People, Consumption Markets & Culture or in books such as Research in Consumer Behaviour and Advances in Consumer Research, Alexandre has aimed to understand the stakes of digital consumption. He is particularly interested by the way market-actors make sense and shape digital technologies and marketing strategy. Edwin Goh has a Business Management (Honors) degree from the University of Birmingham, Singapore Institute of Management campus and a diploma in Tourism & Resorts Management. He has a particular interest in innovation management within the tourism and hospitality industry. He worked in the Mandarin Oriental Singapore, as an intern on providing memorable guest experiences.

Keywords

Artificial intelligence
Hospitality services
Human-robot interaction
Intention to use robots
Social robots

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10.1016/j.tourman.2019.104042

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title = "Leveraging human-robot interaction in hospitality services: Incorporating the role of perceived value, empathy, and information sharing into visitors{\textquoteright} intentions to use social robots",

abstract = "Social robots have become pervasive in the tourism and hospitality service environments. The empirical understanding of the drivers of visitors' intentions to use robots in such services has become an urgent necessity for their sustainable deployment. Certainly, using social androids within hospitality services requires organisations' attentive commitment to value creation and fulfilling service quality expectations. In this paper, via structural equation modelling (SEM) and semi-structured interviews with managers, we conceptualise and empirically test visitors' intentions to use social robots in hospitality services. With data collected in Singapore's hospitality settings, we found visitors' intentions to use social robots stem from the effects of technology acceptance variables, service quality dimensions leading to perceived value, and two further dimensions from human robot interaction (HRI): empathy and information sharing. Analysis of these dimensions' importance provides a deeper understanding of novel opportunities managers may take advantage of to position social robot-delivered services in tourism and hospitality strategies.",

keywords = "Artificial intelligence, Hospitality services, Human-robot interaction, Intention to use robots, Social robots",

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doi = "10.1016/j.tourman.2019.104042",

language = "English",

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journal = "Tourism Management",

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AU - de Kervenoael, Ronan

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AU - Schwob, Alexandre

AU - Goh, Edwin

PY - 2020/6

Y1 - 2020/6

N2 - Social robots have become pervasive in the tourism and hospitality service environments. The empirical understanding of the drivers of visitors' intentions to use robots in such services has become an urgent necessity for their sustainable deployment. Certainly, using social androids within hospitality services requires organisations' attentive commitment to value creation and fulfilling service quality expectations. In this paper, via structural equation modelling (SEM) and semi-structured interviews with managers, we conceptualise and empirically test visitors' intentions to use social robots in hospitality services. With data collected in Singapore's hospitality settings, we found visitors' intentions to use social robots stem from the effects of technology acceptance variables, service quality dimensions leading to perceived value, and two further dimensions from human robot interaction (HRI): empathy and information sharing. Analysis of these dimensions' importance provides a deeper understanding of novel opportunities managers may take advantage of to position social robot-delivered services in tourism and hospitality strategies.

AB - Social robots have become pervasive in the tourism and hospitality service environments. The empirical understanding of the drivers of visitors' intentions to use robots in such services has become an urgent necessity for their sustainable deployment. Certainly, using social androids within hospitality services requires organisations' attentive commitment to value creation and fulfilling service quality expectations. In this paper, via structural equation modelling (SEM) and semi-structured interviews with managers, we conceptualise and empirically test visitors' intentions to use social robots in hospitality services. With data collected in Singapore's hospitality settings, we found visitors' intentions to use social robots stem from the effects of technology acceptance variables, service quality dimensions leading to perceived value, and two further dimensions from human robot interaction (HRI): empathy and information sharing. Analysis of these dimensions' importance provides a deeper understanding of novel opportunities managers may take advantage of to position social robot-delivered services in tourism and hospitality strategies.

KW - Artificial intelligence

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KW - Human-robot interaction

KW - Intention to use robots

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Leveraging human-robot interaction in hospitality services: Incorporating the role of perceived value, empathy, and information sharing into visitors’ intentions to use social robots

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