Robotization and consumer experience at hotels in Asia: a qualitative analysis of TripAdvisor reviews
DOI:
https://doi.org/10.11606/issn.1984-4867.v32i3p618-635Keywords:
Hospitality, Robotized services, Consumer experienceAbstract
Technology is present in the daily life of several areas, causing changes in the business environment and making services increasingly automated. In hotels, robotization has modified the consumption experience of guests and raised theoretical and practical questions about its effects on satisfaction, on the perceived quality of services and on the consumption experience. Thus, this study analyzed the influence of robotic services on the experience of consumers in two hotel developments in Asia, the JEN Singapore Orchardgateway by Shangri-La and the Henn Na Hotel Tokyo Ginza. The methodology is characterized as descriptive-exploratory research with a qualitative approach. The data analysis technique was content analysis and the research corpus was the comments of the reviews posted by users on the travel site TripAdvisor, analyzed between January and April 2021. The results showed that robots are seen as a differential in the hotels, which can be a way to extraordinary experiences if they are programmed and used in a favorable environment for good experiences. However, robots with limited functions can negatively affect the quality of experiences, causing feelings of frustration and disappointment in guests. It was also noted that one of the main audiences of robotic hotels are families with children, where consumption experiences are generally maximized. Finally, robots used in front office activities, as they are able to interact with guests, tend to influence more the consumption experience and, consequently, the evaluation of guests.
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Copyright (c) 2021 Thalía Mayara Amorim da Paixão, Viviane Santos Salazar
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