Exploring Customer Experience with Service Robots in Hospitality and Tourism: Activity Theory Perspective

Abstract

Addressing a call for theoretical development in human-robot interaction research, this study introduces activity theory to the field of service robots (SRs) in hospitality and tourism. Activity theory was used as the foundation for the conceptual analysis of in-depth interviews with hospitality customers. The results of content analysis of the interviews and future research directions are presented based on each of the service activity system’s components: object (customer experience (CE) with SRs in a hospitality unit), subject (customers), technology (SRs), rules (implementation procedures of SRs), community (customers, other customers, and employees), division of labor (a division of service), outcome (satisfaction, overall experience with hospitality establishments, and behavioral intentions), and context. The study provides future research directions in using activity theory in studies on human-robot interaction and CE with SRs in hospitality and tourism. Robot developers and hospitality professionals can use the data analysis framework proposed in this study to evaluate CE with SRs.