Consumer resistance to service robots at the hotel front desk: A mixed-methods research

Abstract

The diffusion of service robots, powered by artificial intelligence (AI) technology, at the hotel front desk is facing challenges. Drawing on innovation resistance literature, this study investigates consumer resistance to hotel front-desk service robots by developing a service robot resistance model. A mixed-methods design was used involving qualitative interviews and quantitative surveys. The results identified eight barriers to using service robots that can be categorised as functional, social interaction, and aesthetic barriers. Consumer resistance occurs in response to the risk of malfunction, complexity, usage barrier, lack of warmth, and unattractive appearance, whereas flexibility barrier, communication barrier and stiff kinesics have no statistically significant effect. This study contributes to innovation resistance research and provides guidance for the adoption and diffusion of service robots in the hospitality and tourism industry.