Robots, artificial intelligence, and service automation (RAISA) in hospitality: sentiment analysis of YouTube streaming data

Taekyung Kim (), Hwirim Jo (), Yerin Yhee () and Chulmo Koo ()
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Taekyung Kim: Kwangwoon University
Hwirim Jo: Kyung Hee University
Yerin Yhee: Kyung Hee University
Chulmo Koo: Kyung Hee University

Electronic Markets, 2022, vol. 32, issue 1, No 16, 259-275

Abstract: Abstract Humans in hospitality areas are being replaced by robot concierges, delivery robots, chatbots, and information assistants through a variety of devices, for example, mobile apps and self-service check-in/check-out machines. Powered by artificial intelligence (AI) algorithms, big data, mobile Internet and internet-of-things technologies, inventions supporting a sustainable shift to social robotics have recently been growing exponentially. Despite this unidirectional movement, there has been a lack of effort to monitor customer responses regarding specific situations in a timely manner. In this study, we examine YouTube, an online streaming video website, to uncover what factors affect attitudes towards RAISA (Robot, AI, and Service Automation) applications in the hospitality industry. The findings show that the sentiment of the content of video narration and physical interaction influence potential customer attitudes toward RAISA services in hospitality. This study provides insights about how online buzz can offer an initial reference for potential customers to deal with the uncertainty of innovative services and provide practitioners with information about proper design guidelines for promoting RAISA applications to their businesses by grasping the trend of broad opinion in real time.

Keywords: Robot; Artificial intelligence; Sentiment analysis; YouTube; Streaming data; Hospitality (search for similar items in EconPapers)
JEL-codes: L83 Z30 Z32 Z38 (search for similar items in EconPapers)
Date: 2022
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Citations: View citations in EconPapers (5)

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DOI: 10.1007/s12525-021-00514-y

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