Anthropomorphism-based artificial intelligence (AI) robots typology in hospitality and tourism

Abstract

Purpose: Anthropomorphism plays a crucial role in the deployment of human-like robots in hospitality and tourism. This study aims to propose an anthropomorphism-based typology of artificial intelligence (AI) robots, based on robot attributes, usage, function and application across different operational levels. Design/methodology/approach: Following the Preferred Reporting Items for Systematic Reviews and Meta-Analysis (PRISMA) checklist, the research was conducted in two stages. A search strategy was implemented to explore anthropomorphism-based AI robots and to develop a robot typology. Findings: This study provides a comprehensive typology of anthropomorphism-based AI robots used in tourism and hospitality and classifies them into four types, namely, chatbots, mechanoids, humanoids and android robots. Each type features distinct functions and applications. Practical implications: The findings can assist companies in using anthropomorphic robots to improve service and strengthen competitiveness. This study offers valuable insights to managers for deploying AI robots across diverse service sectors. Originality/value: This research provides a novel typology of hospitality and tourism AI robots and extends the understanding of anthropomorphism in human–robot interaction. This typology encompasses both virtual and physical robots, providing clarity on their attributes, usage, functions and applications across diverse areas of hospitality operations.