Robots at your service: Understanding hotel guest acceptance with meta-UTAUT investigation

Abstract

This study examines the main factors contributing to robot acceptance by UK hotel guests, aiming to increase the acceptance of robot technology and ensure the success of robot initiatives. To reach this aim, it combines the Meta-UTAUT model and four additional factors, including anthropomorphism, aesthetics, interaction, and trust. The study employs a quantitative approach, analysing 358 online surveys from UK hotel guests using AMOS-SEM. The findings reveal that performance expectancy and effort expectancy influence attitudes. However, performance expectancy does not directly impact intentions and effort expectancy was found to significantly affect intention in a negative manner. Also, the social influence, facilitating conditions, anthropomorphism, aesthetics, and trust significantly affect intentions to use robots. Moreover, attitude mediates the relationship between performance expectancy, effort expectancy, and behavioural intentions. This study contributes a more comprehensive framework for understanding robot acceptance in hospitality and offers valuable insights for hoteliers and robot designers. It emphasises the significance of user-centred design, clear communication of benefits, and supportive environments to enhance guest experiences and promote robotic service adoption.