A magical cruise journey: service robots for entertainment on board

Purpose The integration of technology in the cruise ship industry offers tourists a valuable opportunity to engage with robotic services and entertainment while on board. This research aims to explore how cruisers’ perceived enjoyment of robotic services significantly influences disconfirmation and the emotional appeal of robots. Design/methodology/approach In total, 500 cruisers traveling from Florida, who had robotic experiences on Royal Caribbean and Mediterranean Shipping Company (MSC) ships, participated in the data collection through the online platform Prolific, a reputable platform for academic research with a large and diverse participant pool; 404 data sets were analyzed through partial least squares-structural equation model. Findings The findings underscore the positive impact of robotic services on cruise travelers’ enjoyable experiences with robots not only enhance their emotional appeal but also contribute to a stronger positive disconfirmation effect. Moreover, customer engagement was found to moderate the relationship between perceived enjoyment of robotic entertainment services and disconfirmation significantly and positively, impacting the overall satisfaction of cruise travelers. Originality/value This research takes a unique approach to the subject, offering a sentiment-based understanding of customer experiences and satisfaction with robotic entertainment services on cruise ships. Its novel perspective on the emotional appeal of these services makes it a compelling read for those interested in the intersection of technology and hospitality.