Hotel managers’ perceptions towards the use of robots: a mixed-methods approach

Stanislav Ivanov, Faruk Seyitoğlu () and Martina Markova ()
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Faruk Seyitoğlu: Mardin Artuklu University
Martina Markova: Varna University of Management

Information Technology & Tourism, 2020, vol. 22, issue 4, No 3, 505-535

Abstract: Abstract Adopting a supply-side perspective, the paper analyses Bulgarian hotel managers’ perceptions of service robots using a convergent mixed methods design. Structured quantitative data were collected from 79 managers using a questionnaire, while interviews were used for the collection of qualitative data from 20 managers. The findings indicate respondents feel that repetitive, dirty, dull, and dangerous tasks in hotels would be more appropriate for robots, while hotel managers would rather use employees for tasks that require social skills and emotional intelligence. The individual characteristics of respondents and the organisational characteristics of the hotels they currently worked in played little role in their perceptions of service robots. The managers considered that robots would decrease the quality of the service and were generally not ready to use robots. Additionally, the interviewees indicated that skilled and well-trained employees were more valuable and more adequate than robots for the hospitality and tourism industry. Theoretical and managerial implications are provided as well.

Keywords: Robots; Supply-side perspective; Managers’ perceptions; Automation of tasks; Impacts of service robots; Hotel industry; Bulgaria (search for similar items in EconPapers)
Date: 2020
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Citations: View citations in EconPapers (19)

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DOI: 10.1007/s40558-020-00187-x

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