Technology is moving fast, and accordingly, robots are being successfully integrated into several hospitality organizations to improve customer experiences. Theme parks could benefit from robots, to provide efficient and cost-effective services. Yet, there is a lack of research investigating customer perceptions of robots in theme parks. Dr. Ady Milman, Dr. Asli Tasci, and Dr. Tingting Zhang, from UCF Rosen College of Hospitality Management, conducted the first investigation into how certain robotic qualities influence customer’s perceptions of and loyalty to the theme park. Their research could inform the future integration of robot technology into theme parks.

Original Article

Milman, A., Tasci, A., & Zhang, T. C. (2020). Perceived robotic server qualities and functions explaining customer loyalty in the theme park context. International Journal of Contemporary Hospitality Management. 32(12), 3895 – 3923. Available at: https:// doi.org/10.1108/IJCHM-06-2020-0597