Gender stereotypes in robotics in the field of tourism and hospitality. A conceptual paper

Purpose It is imperative to develop studies on robotics through a gender lens, as gender equality is crucial for advancing innovations within the field of tourism and hospitality. This paper aims to open new research questions based on the concept of gender stereotypes in robotics in the field of tourism and hospitality, critically examining how gender and gender stereotypes are being addressed in the current state of knowledge. Design/methodology/approach Conceptual papers focus on analysing concepts, approaching problems to address “what’s new” and highlighting directions for future thinking. They contribute fresh perspectives to traditional problems. Despite their potential to broaden our thinking, conceptual papers in tourism research are limited. Findings The importance of the concept of gender stereotypes in robotics in the field of tourism and hospitality presented in this conceptual paper is evident in recognising that robotics poses numerous ethical challenges aimed at preventing the replication and perpetuation of gendered norms, biases, prejudices and stereotypes prevalent in society. Overlooking these aspects during the design and utilisation of robots could inadvertently amplify discriminatory biases, enable abusive behaviours and contribute to the continued objectification of female workers within the tourism and hospitality sector. Originality/value While the concept of gender stereotypes in robotics is not novel, what is indeed novel is the untested relationship between gender stereotypes in robotics and the field of tourism and hospitality. Additionally, the context in which this relationship is presented is fresh, as it has typically been discussed in relation to customer acceptance, believability, perceived quality or satisfaction in interactions with robots. However, this paper’s distinctiveness lies in its exploration of the potential impact of robotics on either reducing or exacerbating gender stereotypes within society.