The Deployment of Service Robots Powered by Artificial Intelligence in Five-Star Hotels: Does it Influence the Customer's Booking Intention?

摘要

Service robots are becoming increasingly common in the hospitality sector as an innovative technology that can improve customers' overall experiences. Despite its significance, the impact of service robot deployment on customers' booking intention has received scant consideration. Since booking intention may lead to real purchase behavior, the purpose of this study was to evaluate how the deployment of service robots in five-star hotels influences potential hotel guests' booking intention. This study used the Technology Acceptance Model (TAM) to predict the potential hotel guests' technology acceptance and booking intention. Using a quantitative approach, 198 research participants in the study are given questionnaires to fill out as part of the data collection procedure. A purposive sampling technique was used in this research. This study found that the perceived technological ease of use, customers' innovation self-efficacy, and perceived technological effectiveness have a positive influence on customers' intention to book a hotel room that employs service robots in their operation. This research result is consistent with the findings of previous studies on this topic. The outcome of the study is expected to give a better understanding of how implementing smart technology may influence customers' decisions to make hotel reservations, subsequently increasing the level of hotel occupancy rate.