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Hotel managers’ perceptions towards the use of robots: a mixed-methods approach

Author

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  • Stanislav Ivanov

    (Varna University of Management)

  • Faruk Seyitoğlu

    (Mardin Artuklu University)

  • Martina Markova

    (Varna University of Management)

Abstract

Adopting a supply-side perspective, the paper analyses Bulgarian hotel managers’ perceptions of service robots using a convergent mixed methods design. Structured quantitative data were collected from 79 managers using a questionnaire, while interviews were used for the collection of qualitative data from 20 managers. The findings indicate respondents feel that repetitive, dirty, dull, and dangerous tasks in hotels would be more appropriate for robots, while hotel managers would rather use employees for tasks that require social skills and emotional intelligence. The individual characteristics of respondents and the organisational characteristics of the hotels they currently worked in played little role in their perceptions of service robots. The managers considered that robots would decrease the quality of the service and were generally not ready to use robots. Additionally, the interviewees indicated that skilled and well-trained employees were more valuable and more adequate than robots for the hospitality and tourism industry. Theoretical and managerial implications are provided as well.

Suggested Citation

  • Stanislav Ivanov & Faruk Seyitoğlu & Martina Markova, 2020. "Hotel managers’ perceptions towards the use of robots: a mixed-methods approach," Information Technology & Tourism, Springer, vol. 22(4), pages 505-535, December.
    • Handle: RePEc:spr:infott:v:22:y:2020:i:4:d:10.1007_s40558-020-00187-x
    DOI: 10.1007/s40558-020-00187-x
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    1. Subhodeep Mukherjee & Manish Mohan Baral & Chittipaka Venkataiah & Surya Kant Pal & Ramji Nagariya, 2021. "Service robots are an option for contactless services due to the COVID-19 pandemic in the hotels," DECISION: Official Journal of the Indian Institute of Management Calcutta, Springer;Indian Institute of Management Calcutta, vol. 48(4), pages 445-460, December.
    2. Ivanov, Stanislav & Webster, Craig, 2024. "Automated decision-making: Hoteliers’ perceptions," Technology in Society, Elsevier, vol. 76(C).
    3. Yue-Ming Guo & Wai-Ling Ng & Fei Hao & Chen Zhang & Shu-Xu Liu & Adil Masud Aman, 2023. "Trust in Virtual Interaction: The Role of Avatars in Sustainable Customer Relationships," Sustainability, MDPI, vol. 15(18), pages 1-17, September.
    4. Chuah, Stephanie Hui-Wen & Yu, Joanne, 2021. "The future of service: The power of emotion in human-robot interaction," Journal of Retailing and Consumer Services, Elsevier, vol. 61(C).
    5. Francesc Fusté-Forné & Tazim Jamal, 2021. "Co-Creating New Directions for Service Robots in Hospitality and Tourism," Tourism and Hospitality, MDPI, vol. 2(1), pages 1-19, January.
    6. Tianyang Huang, 2022. "What Affects the Acceptance and Use of Hotel Service Robots by Elderly Customers?," Sustainability, MDPI, vol. 14(23), pages 1-17, December.
    7. Zhong, Lina & Verma, Rohit & Wei, Wenqi & Morrsion, Alastair M. & Yang, Liyu, 2022. "Multi-stakeholder perspectives on the impacts of service robots in urban hotel rooms," Technology in Society, Elsevier, vol. 68(C).
    8. Khaliq, Abdul & Waqas, Ali & Nisar, Qasim Ali & Haider, Shahbaz & Asghar, Zunaina, 2022. "Application of AI and robotics in hospitality sector: A resource gain and resource loss perspective," Technology in Society, Elsevier, vol. 68(C).
    9. Ayyildiz, Ahu Yazici & Baykal, Muhammed & Koc, Erdogan, 2022. "Attitudes of hotel customers towards the use of service robots in hospitality service encounters," Technology in Society, Elsevier, vol. 70(C).
    10. Angeliki N. Menegaki, 2022. "New Technologies in Hotels and Museums: Supply-side Perceptions with Education Implications for Managers and Curators," Journal of the Knowledge Economy, Springer;Portland International Center for Management of Engineering and Technology (PICMET), vol. 13(4), pages 2935-2956, December.
    11. Stanislav Ivanov & Craig Webster & Faruk Seyitoğlu, 2023. "Humans and/or robots? Tourists’ preferences towards the humans–robots mix in the service delivery system," Service Business, Springer;Pan-Pacific Business Association, vol. 17(1), pages 195-231, March.
    12. Huiyue Ye & Sunny Sun & Rob Law, 2022. "A Review of Robotic Applications in Hospitality and Tourism Research," Sustainability, MDPI, vol. 14(17), pages 1-15, August.
    13. Maria Nikopoulou & Panos Kourouthanassis & Giota Chasapi & Adamantia Pateli & Naoum Mylonas, 2023. "Determinants of Digital Transformation in the Hospitality Industry: Technological, Organizational, and Environmental Drivers," Sustainability, MDPI, vol. 15(3), pages 1-20, February.
    14. Jifei Wu & Xiangyun Zhang & Yimin Zhu & Grace Fang Yu-Buck, 2021. "Get Close to the Robot: The Effect of Risk Perception of COVID-19 Pandemic on Customer–Robot Engagement," IJERPH, MDPI, vol. 18(12), pages 1-17, June.
    15. Seyitoğlu, Faruk & Ivanov, Stanislav & Atsız, Ozan & Çifçi, İbrahim, 2021. "Robots as restaurant employees - A double-barrelled detective story," Technology in Society, Elsevier, vol. 67(C).
    16. Yunsik Kim, 2023. "Examining the Impact of Frontline Service Robots Service Competence on Hotel Frontline Employees from a Collaboration Perspective," Sustainability, MDPI, vol. 15(9), pages 1-19, May.
    17. Manthiou, Aikaterini & Klaus, Phil, 2022. "The interplaying factors of the robotic tourism experience: The customer journey's touchpoints, context, and qualities," Technological Forecasting and Social Change, Elsevier, vol. 177(C).

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