What is it about?

We explore what designing service robots to be human-like involves and if/how it could affect consumers' acceptance of and interactions with robots in tourism and hospitality contexts.

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Why is it important?

Tourism and hospitality establishments increasingly take advantage of robots to automate service processes. We need to understand how robot design decisions will influence the way these robotic services are consumed and managed.


We currently have robots that strive to resemble humans and robots that look/act/sound nothing like humans. Does their level of anthropomorphism have any effects on the service they provide? I think we need to urgently find answers to the questions raised in the paper to inform robot design and robot adoption by service industries.

Dr. Ulrike Gretzel
University of Southern California

We will need robots in the future to support our society. Understanding the interaction between humans and robots is an important factor contributing to technology adoption. It is not just about how consumers perceive robots, but also how human employees perceive them and can utilize them to improve their own work.

Juho Pesonen

Read the Original

This page is a summary of: Marketing robot services in hospitality and tourism: the role of anthropomorphism, Journal of Travel & Tourism Marketing, February 2019, Taylor & Francis,
DOI: 10.1080/10548408.2019.1571983.
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