Exploring customer experiences with robotics in hospitality

TLDR

Consumer experiences will change rapidly as hospitality and tourism management deploys robotics, and this early study explores those experiences using five dimensions from human‑robot interaction research, offering theoretical and managerial implications for the field. The study aims to explore consumer reviews of robotics in hospitality using five dimensions—embodiment, emotion, human‑oriented perception, security, and co‑experience—derived from human‑robot interaction research. The authors review the five dimensions and analyze user experiences with robotics at four hotels—Yotel New York, Aloft Cupertino, Henn‑na Hotel Japan, and Marriott Residence Inn LAX—using reviews from TripAdvisor, Agoda, Yelp, and Booking.com. The findings show that robotic embodiment and human‑oriented perceptions shape consumer experiences, that users can co‑create novel interactions and even develop relationships with robots, and that these insights can guide future hospitality and tourism research and management.

Abstract

Purpose The purpose of this study is to explore consumer reviews with robotics based on the five dimensions for evaluating user experiences (i.e. embodiment, emotion, human-oriented perception, feeling of security and co-experience), as derived from research in human-robot interactions (HRI). Design/methodology/approach The study first reviews the five dimensions for evaluating user experiences in HRI and then analyzes user experiences with robotics at four hotels (i.e. Yotel New York, Aloft Cupertino, Henn-na Hotel Japan and Marriott Residence Inn LAX) based on reviews on TripAdvisor, Agoda, Yelp and Booking.com. Findings The findings highlight the influence of robotic embodiment and human-oriented perceptions on consumer experiences. The findings also suggest that users and robots can co-create novel experiences, with some guests even proactively seeking new opportunities to interact and communicate with robots to develop a certain level of “relationship” with them. Research limitations/implications An understanding of user experiences from HRIs can inform future hospitality and tourism research and management. Practical implications This study contributes to hospitality and tourism management by highlighting current practices with robotics to suggest areas of improvements for enhancing future consumer experiences. Social implications Consumer experiences will change rapidly as hospitality and tourism management deploys robotics in the future. Originality/value This is one of the early studies in the field to explore consumer experiences with robotics based on the five dimensions for evaluating user experiences from research in HRI. In doing so, this study provides a number of theoretical and managerial implications relevant for hospitality and tourism research and practice.