Personality-Driven AI Service Robot Acceptance in Hospitality: An Extended AIDUA Model Approach

Sarah Tsitsi Jembere () and Zvinodashe Revesai
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Sarah Tsitsi Jembere: Department of Marketing and Retail, Faculty of Management Sciences, Durban University of Technology, ML Sultan Campus, Durban 4000, South Africa
Zvinodashe Revesai: ICT Department, Reformed Church University, Masvingo P.O. Box 80, Zimbabwe

Tourism and Hospitality, 2025, vol. 6, issue 4, 1-22

Abstract: The hospitality industry’s rapid adoption of AI service robots has revealed significant variability in consumer acceptance, highlighting the need for personality-based implementation strategies rather than one-size-fits-all approaches. This study extended the AIDUA (Artificial Intelligence Device Use Acceptance) model by integrating Big Five personality traits and robot design characteristics to understand AI service robot acceptance among South African hospitality consumers. A convergent mixed-methods design combined structural equation modeling of survey data ( n = 301) with natural language processing analysis of qualitative responses to examine personality-acceptance pathways and consumer concern themes. Results demonstrated that neuroticism negatively influenced performance expectancy (β = −0.284, p < 0.001), while openness enhanced hedonic motivation and preference for humanoid robots (β = 0.347, p < 0.001). Privacy concerns partially mediated the neuroticism-rejection relationship, while transparency interventions significantly improved acceptance among high-neuroticism consumers (effect size d = 0.98). Four distinct consumer segments emerged: Tech Innovators (23.1%), Pragmatic Adopters (31.7%), Cautious Sceptics (28.4%), and Social Moderates (16.8%), each requiring tailored robot deployment strategies. The extended AIDUA framework explained 68.4% of variance in acceptance intentions, providing hospitality operators with empirically validated guidelines for matching robot types to guest personality profiles, optimizing guest satisfaction while minimizing resistance through culturally sensitive implementation strategies.

Keywords: artificial intelligence service robots; personality traits; technology acceptance; hospitality industry; AIDUA framework; human–robot interaction; consumer segmentation (search for similar items in EconPapers)
JEL-codes: Z3 Z30 Z31 Z32 Z33 Z38 (search for similar items in EconPapers)
Date: 2025
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