Exploring customers’ attitudes to the adoption of robots in tourism and hospitality

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Abstract
Purpose: This study aims to explore the factors affecting customers’ attitudes to the adoption of robots in hotels and travel agencies.Design/methodology/approach: Structural equation modelling was used to test the extended technology acceptance model based on data collected from 570 customers of hotels and travel agencies.Findings: The findings revealed that hotel customers have more positive attitudes to service robots than their peers in travel agencies.Originality/value: This research contributes to the literature on robots in tourism and responds to the call to investigate customers’ attitudes to the adoption of robots in developing countries.

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