Service robots and hotel brand engagement

Purpose This study aims to develop and validate a comprehensive model that examines the impact of robot characteristics (perceived intelligence, perceived social presence and perceived social interactivity) on brand-related outcomes (trust, perceived value and brand engagement) in the hotel sector. This research explores the untapped potential of service robots in providing strategic advantages to hotels. Design/methodology/approach A mixed-methods approach was used, with 14 academic or industry experts with strong backgrounds in tourism management, hospitality, artificial intelligence or service robotics research recruited for the Delphi study (Study 1). The questionnaires were created electronically and sent via online survey platform “SoJump” (Study 2). The 312 complete responses received were analyzed using partial least squares structural equation modeling. Findings The results indicated that trust and perceived value positively influenced engagement. Users’ perceptions of intelligence and social interactivity had a positive impact on their trust and perceived value. Furthermore, this research demonstrates that perceived social interactivity and perceived value are moderated by technological readiness. The perceived intelligence and trust are moderated by technological readiness. Originality/value This study provides a unique contribution to the understanding of robotics adoption in the hospitality industry. In addition, hospitality decision-makers can use these insights to strategically integrate robotic services into hotel operations, optimizing both service performance and user engagement.