Hotel Customers' Behavioral Intentions Toward Service Robots: The Role of Utilitarian and Hedonic Values
Keywords
Behavioral intention; Ease of use; Hedonic value; Hospitality robots; Hotel robots; Service robots; Utilitarian value
Abstract
Purpose: This study aims to investigate the effects of hotel customers' perceived utilitarian and hedonic values on their intention to use service robots. In addition, the influences of innovativeness, ease of use and compatibility on hotel customers' perceived utilitarian and hedonic values were examined. Design/methodology/approach: The data of the current study was collected from 11 countries including the USA, UK, Turkey, Spain, Romania, Japan, Israel, India, Greece, Canada and Brazil. A structural equation modeling was used to test the study hypotheses. Findings: The results indicated that hotel customers' intention to use service robots was positively influenced by their utilitarian and hedonic value perceptions. In addition, customers' perceptions of robots' ease of use and compatibility had a positive impact on their perceived utilitarian and hedonic values. Originality/value: The findings of the current study provide unique contributions in the context of hospitality robotics technology adoption literature. In addition, this study provides valuable insights and novel opportunities for hospitality decision-makers to capitalize on, as they strive to strategize the integration of robot-based services into their operations.
Publication Date
12-1-2023
Original Citation
Ozturk, A. B., Pizam, A., Hacikara, A., An, Q., Chaulagain, S., Balderas-Cejudo, A., Buhalis, D., Fuchs, G., Hara, T., Vieira de Souza Meira, J., García Revilla, R., Sethi, D., Shen, Y., & State, O. (2023). Hotel customers’ behavioral intentions toward service robots: the role of utilitarian and hedonic values. Journal of Hospitality & Tourism Technology, 14(5), 780–801. https://doi.org/10.1108/JHTT-07-2022-0223.
Document Type
Paper
Language
English
Source Title
Journal of Hospitality & Tourism Technology
Volume
14
Issue
5
Copyright Status
Unknown
College
Rosen College of Hospitality Management
Location
Rosen College of Hospitality Management
STARS Citation
Ozturk, Ahmet Bulent; Pizam, Abraham; Chaulagain, Suja; and Hara, Tadayuki, "Hotel Customers' Behavioral Intentions Toward Service Robots: The Role of Utilitarian and Hedonic Values" (2023). Faculty Scholarship and Creative Works. 1260.
https://stars.library.ucf.edu/ucfscholar/1260