Keywords

Caribbean, Cultural Familiarity, Emotion, Service Robot, Utility

Abstract

Service robots continue to become increasingly popular in the hospitality and tourism industry. Understanding the cognitive and emotional processes is important in explaining the sequential processes of guests accepting new technologies. Especially in regions like the Caribbean, where human-to-human interaction and personalized services are highly valued.

This study investigates how cognitive evaluations of service robots, including utility, coolness, autonomy, courtesy, and interactivity, influence guests' emotional responses and their acceptance of the technology in Caribbean hotels. Additionally, the study explores the moderating role of cultural familiarity in the relationship between emotion and acceptance.

Using the cognitive-affective-conative (CAC) model, 415 responses were collected using a self-administered survey on the platform prolific and targeted US-based travelers over the age of 18. An exploratory factor analysis (EFA) was done to confirm the validity of the study’s key variables, followed by reliability tests. A multiple regression analysis confirmed that UTcoolness and autonomy significantly predicted positive emotion toward the service robot, while courtesy and interactivity did not. A simple regression analysis found that emotion had a significant effect on acceptance. A group difference test based on cultural familiarity revealed a stronger relationship between emotion and acceptance among participants in the low familiarity group with Caribbean culture compared to those with high familiarity.

This study adds to the current literature in hospitality by contextualizing the acceptance of service robots in a cultural setting and adding to the understanding of the role that emotion plays in acceptance. The findings offer strategic insights for hoteliers in the Caribbean and highlight the importance of cognitive features in the successful implementation of service robots.

Completion Date

2025

Semester

Summer

Committee Chair

Kang, Juhee

Degree

Master of Science (M.S.)

College

Rosen College of Hospitality Management

Department

Department of Hospitality Services

Format

PDF

Identifier

DP0029575

Language

English

Document Type

Thesis

Campus Location

Rosen College of Hospitality Management

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