Portuguese visitors’ attitudes towards technology: A segmentation analysis

New digital dynamics are being triggered within the tourism ecosystem with direct consequences on visitors’ experiences, which are gradually becoming mediated by emerging and disruptive technologies. However, little is known about visitors’ positioning towards technologies and their impact. This study aims to explore the existence of groups with distinct attitudes towards technology, as well as their characteristics. A segmentation analysis was carried out to identify clusters with different attitudes. Data was collected through a survey by questionnaire with Portuguese residents that have travelled for tourism purposes. A total of 390 questionnaires were analysed and a solution of three clusters emerged. Statistically significant differences were found among the three groups according to visitors’ motivation towards technology, perceived ease of use, perceived usefulness, and sociodemographic variables. This research explores visitors’ attitudes towards technology, particularly robots, during their tourism experiences, being one of the first attempts to segment visitors according to these attitudes. The focus on artificial intelligence is also an added value due to the emerging relevance of this technology tool. The study offers a novel vision of the use of robots in tourism through the visitor lens, while presenting an understanding of distinct segments, providing valuable insights for both academics and decision-makers.