COVID-19 has changed many aspects of the hospitality and tourism industry, including technology-oriented and contactless solutions. Despite the increasing number of service companies using robots on their premises, most of the previous attempts and practices of adoption have remained unsuccessful. Prior research hints that socioeconomic factors could influence the successful adoption of these emerging technologies. Nevertheless, these studies ignore the role of profile factors and assume a homogenous response to using robots in service operations during the pandemic. Based on the theory of diffusion of innovation and a sample of 525 participants, this study investigates the differences in customers' attitudes, their level of involvement, and optimism for service robots as well as their intentions to use service robots in the five main areas of hotel operations (front desk, concierge, housekeeping, room service, and food and beverage) based on five profile factors (age, gender, income level, education, and purpose of trip). MANOVA tests show significant differences in all variables based on demographic factors; male, younger, more educated, higher income, and leisure travelers show more positive attitudes, higher involvement, optimism, and intention to use service robots across various hotel departments. In particular, mean scores were found to be smaller for the traditionally human-oriented functional areas of the hotel operations. We also clustered the participants based on their level of comfort and optimism about using service robots in hotels. Given the rapid changes in the service industry and the increasing adoption of service robots, this paper adds a much-needed contribution to the ongoing research on service robots in the service industry by investigating the impact of profile factors on guests' behavior towards service robots.
Keywords: Artificial intelligence; COVID-19; Customer behavior; Hotel; Service industry; Service robot; Technology adoption.
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