Investigating an innovative service with hospitality robots

TLDR

Few studies have examined robotics services in hotels using a six‑dimensional service innovation model. The study seeks to identify factors shaping service robot development and apply a service‑innovation mindset to Taiwan’s hotel sector. A mixed‑methods design combined expert panels and semi‑structured interviews with a SMART SWOT survey to capture hotel owners’ and robotics experts’ perspectives. The study found that Taiwan’s hospitality market has strong demand for service robots, that such robots can alleviate seasonal labor challenges, and that SWOT analysis highlights promotion potential, talent shortages, aging demographics, and talent poaching, suggesting the new service concept can enhance competitiveness via IT and relationship marketing.

Abstract

Purpose The purpose of this study is to identify the factors that influence the development of service robots, and to apply a service innovation strategic mindset to the hotel industry in Taiwan. Design/methodology/approach A mixed-methods approach, combining an expert panel and semi-structured interviews using a SMART SWOT ranking survey, was applied to understand the perspectives of hotel owners and robotics experts. Findings Fifty-three items were collected regarding the demand side of the hospitality market, showing that the Taiwan hospitality industry has good potential to implement service robots. Sixty-one items on the supply side of business were collected, showing that this robotics service can help hotels handle seasonal employment and labor utilization. The SWOT analysis identifies “The fun and curiosity aroused in consumers can enhance the promotion of service robots”, “Lack of talent in system integration”, “Taiwan’s aging society can increase the demand for service robots” and “China and South-east countries have aggressively poached talent in the global robotics market” as key issues. Originality/value Few studies have investigated robotics service for hotels using the six-dimensional service innovation model. This model helps identify six factors and implies that this new service concept can position hotels to better compete by using IT and relationship marketing strategies.