Title: Consumer acceptance of robotic services in tourism

Authors: Rahul Pratap Singh Kaurav

Addresses: FORE School of Management, "Adhitam Kendra", B-18, Qutub Institutional Area, New Delhi, 110016, India

Abstract: Integrating robotic services in tourism is revolutionising customer experiences and operational efficiency, especially in emerging markets. This study applies the unified theory of acceptance and use of technology (UTAUT) models to examine the key factors influencing consumer acceptance of service robots in tourism. It focuses on constructs such as performance expectancy (PE), effort expectancy (EE), hedonic motivation (HM), and facilitating conditions (FC) while analysing privacy concern (Pcon) as a moderating factor. Data from 507 respondents were analysed using partial least squares structural equation modelling (PLS-SEM). The findings reveal that HM and intention to use (IU) are significant predictors of actual usage. At the same time, Pcon plays a nuanced moderating role, proving to be 'significant' in certain relationships but not in others. Additionally, this study introduces a service robot suitability matrix (SRSM), offering valuable insights for businesses, policymakers, and stakeholders and aiming at leveraging service robots in enhancing tourism services.

Keywords: service robots; tourism; hospitality; UTAUT 2; UTAUT3; SRSM; service robot suitability matrix; privacy concerns; actual use of service robots.

DOI: 10.1504/IJSOI.2025.152329

International Journal of Services Operations and Informatics, 2025 Vol.13 No.2/3/4, pp.152 - 178

Received: 14 Oct 2024
Accepted: 17 Jul 2025
Published online: 16 Mar 2026 *

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