Exploring Customer Experience And Value Co-Creation In Tourism And Hospitality Through Netnography: A Study Of Guest Interactions With AI-Driven Services

This study integrates netnography with the growing trend of AI in tourism and hospitality, offering a novel approach to understanding guest interactions with service robots. By focusing on how customers share their experiences, emotions, and opinions online, particularly in the context of guest-robot interactions, this research aims to shed light on the evolving dynamics of human-robot relationships in service environments. Moreover, the study will examine how these interactions contribute to value co-creation, influencing post-interaction behaviors such as customers' perception of value and overall satisfaction. The use of auto-netnography, a method where researchers engage as participants, adds depth to the investigation by offering firsthand insights into the subtleties of human-robot interactions. Despite its potential, auto-netnography has not yet been widely applied in exploring guest experiences with service robots, making this study a significant contribution to both methodology and subject matter. Additionally, this research will offer practical implications for the design and development of service robots, ensuring that they align with customer expectations for anthropomorphism and value creation. By enhancing the understanding of how service robots are perceived, the study will explore the impact of these perceptions on customer value and overall satisfaction, providing valuable insights for improving AI-driven services in tourism and hospitality.