Tourists’ Behavior Toward Hotel Service Robots: Application of the Big Five Personality Traits Framework

Abstract

The accelerated pace of technological advancement has had a signifi cant impact on the tourism and hospitality sectors, particularly with regard to the integration of service robots into hotel operations. These robots have the potential to enhance customer experiences, streamline operations, reduce costs, and provide novel services. Despite the growing interest in service robots, there is limited research examining the impact of personality on the intention to use such robots in the hospi tality context. This study employs a survey on a convenient sample of 216 Generation Z hotel guests in Cyprus to investigate the influence of personality traits on their intention to utilize service robots. The results indicate that openness and conscien tiousness have a significant positive effect on the intention to use service robots, while extraversion has a significant negative effect. The study offers significant manage rial implications by illustrating the significance of considering individual differences in personality when formulating strategies for integrating service robots into hotel operations.