Exploring the Potential and Perceptions of Social Robots in Tourism and Hospitality: Insights from Industry Executives and Technology Evaluation

Abstract

The tourism and hospitality industry are undergoing a transformation with the expansion of Artificial Intelligence (AI) and social robots, aiming to enhance customer service, operational efficiency, and overall guest experiences. This paper explores the roles, customer service, operational efficiency, benefits, challenges, and personalization of social robots. Moreover, this study involves a detailed survey with 14 top executives in the tourism and hospitality industry, focusing on their familiarity with, attitudes towards, and potential adoption of social robots in their operations. The objective is to show the industry’s current readiness for technological integration and predict the future impact of social robots on enhancing customer experiences and operational practices in the sector. This paper explores the practical implementation of social robots in tourism and hospitality while forecasting their future role in shaping the industry. Using models like the Technology Acceptance Model (TAM) and the theory of planned behavior, it examines how industry executives are responding to AI-driven robotics. By evaluating current applications and feedback from top-level management, this study contributes to both theoretical and practical discussions on how these innovations may drive operational change, enhance customer service, and reshape the service-oriented nature of the industry.