Artificial intelligence in hospitality services: examining consumers’ receptivity to unmanned smart hotels

Abstract

Purpose: With recent advances in artificial intelligence, the hospitality industry has introduced the concept of unmanned smart hotels staffed by service robots instead of human employees. Research is needed to understand consumers’ receptivity to such an innovation. This paper examines factors associated with consumers’ potential resistance to using automated service hotels via two sequential studies. Given that younger generations of consumers are typically early adopters of advanced technology and innovative services, our sampling approach focused on this consumer group. Design/methodology/approach: Two studies were conducted. Study 1 proposed and empirically tested a theoretical model. Results revealed that attitude, subjective norms and perceived behavioral control each positively influenced individuals’ intentions to use unmanned smart hotels. In Study 2, we further investigated aspects informing perceived security, a key variable in the use of unmanned smart hotels. Findings: Findings showed how people’s beliefs about unmanned smart hotels and security control assurances led to perceived security. These perceptions were shaped by perceived physical risks, privacy concerns, website design and hotel reputation. Overall, this research provides theoretical and practical implications for various stakeholders associated with unmanned smart hotels. Practical implications: Findings of this study suggested that managers of unmanned smart hotels should design user-friendly, secure processes and offer comprehensive support resources to enhance customer experience and usage. Originality/value: The findings provide a holistic understanding of consumers’ receptivity to unmanned smart hotels.