Service robots and COVID-19: exploring perceptions of prevention efficacy at hotels in generation Z

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Show simple item record Romero, Jaime Lado, Nora
dc.contributor.other UAM. Departamento de Financiación e Investigación Comercial es_ES 2021-11-25T11:39:48Z 2021-11-25T11:39:48Z 2021-11-17
dc.identifier.citation International Journal of Contemporary Hospitality Management 33.11 (2021): 4057 - 4078 en_US
dc.identifier.issn 0959-6119 es_ES
dc.description.abstract Purpose: COVID-19 is expected to enhance hospitality robotization because frontline robots facilitate social distancing, lowering contagion risk. Investing in frontline robots emerges as a solution to recover customer trust and encourage demand. However, we ignore how customers perceive these initiatives and, therefore, their efficacy. Focusing on robot employment at hotels and on Generation Z customers, this study aims to analyze guests’ perceptions about robots’ COVID-19 prevention efficacy and their impact on booking intentions. Design/methodology/approach: This study tests its hypotheses combining an experimental design methodology with partial least squares. Survey data from 711 Generation Z individuals in Spain were collected in 2 periods of time. Findings: Generation Z customers consider that robots reduce contagion risk at hotels. Robot anthropomorphism increases perceived COVID-19 prevention efficacy, regardless of the context where the robots are used. Robots’ COVID-19 prevention efficacy provokes better attitudes and higher booking intentions. Research limitations/implications: The sampling method used in this research impedes this study’s results generalization. Further research could replicate this study using random sampling methods to ensure representativeness, even for other generational cohorts. Practical implications: Employing robots as a COVID-19 prevention measure can enhance demand, especially if robots are human-like. Hoteliers need to communicate that robots can reduce contagion risk, particularly in markets more affected by COVID-19. Robots must be employed in low social presence contexts. Governments could encourage robotization by financially supporting hotels and publicly acknowledging its benefits regarding COVID-19 prevention. Originality/value: This study combines preventive health, robotics and hospitality literature to study robot implementation during the COVID-19 pandemic, focusing on Generation Z guests – potential facilitators of robot diffusion en_US
dc.description.sponsorship Carolan Research Forum – ORT 2020; Ministerio de Ciencia e Innovación, project PID2020-113561RB-I00 en_US
dc.format.extent 36 pag. es_ES
dc.format.mimetype application/pdf es_ES
dc.language.iso eng es_ES
dc.publisher Emerald es_ES
dc.relation.ispartof International Journal of Contemporary Hospitality Management en_US
dc.rights © 2021 Emerald Publishing Limited en_US
dc.subject.other Anthropomorphism en_US
dc.subject.other COVID-19 en_US
dc.subject.other Generation Z en_US
dc.subject.other Prevention efficacy en_US
dc.subject.other Robots en_US
dc.subject.other Social presence en_US
dc.title Service robots and COVID-19: exploring perceptions of prevention efficacy at hotels in generation Z en_US
dc.type article en_US
dc.subject.eciencia Economía es_ES
dc.relation.publisherversion es_ES
dc.identifier.doi 10.1108/IJCHM-10-2020-1214 es_ES
dc.identifier.publicationfirstpage 4057 es_ES
dc.identifier.publicationissue 11 es_ES
dc.identifier.publicationlastpage 4078 es_ES
dc.identifier.publicationvolume 33 es_ES
dc.relation.projectID Gobierno de España. PID2020-113561RB-I00 es_ES
dc.type.version info:eu-repo/semantics/acceptedVersion en Reconocimiento – NoComercial es_ES
dc.rights.accessRights openAccess es_ES
dc.authorUAM Romero De La Fuente, Jaime (260179)

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