Robotización y experiencia del consumidor en hoteles en Asia: un análisis cualitativo de comentarios en TripAdvisor
DOI:
https://doi.org/10.11606/issn.1984-4867.v32i3p618-635Palabras clave:
Hospitalidad, Servicios robotizados, Experiencia del consumidorResumen
La tecnología está presente en el día a día en diversas áreas, provocando cambios en el entorno empresarial y haciendo que los servicios sean cada vez más automatizados. En los hoteles, la robotización ha modificado la experiencia de consumo de los huéspedes y ha planteado interrogantes teóricos y prácticos sobre sus efectos en la satisfacción, en la calidad percibida de los servicios y en la experiencia de consumo. Así, este estudio analizó la influencia de los servicios robóticos en la experiencia de los consumidores en dos desarrollos hoteleros en Asia, el JEN Singapore Orchardgateway de Shangri-La y el Henn Na Hotel Tokyo Ginza. La metodología se caracteriza por ser una investigación descriptiva-exploratoria con enfoque cualitativo. La técnica de análisis de datos fue el análisis de contenido y el corpus de investigación fueron los comentarios de las reseñas publicadas por los usuarios en el sitio de viajes TripAdvisor, analizadas entre enero y abril de 2021. Los resultados mostraron que los robots son vistos como un diferencial en los hoteles que los tienen. que puede ser un canal para experiencias extraordinarias si se programan y utilizan en un entorno propicio para buenas experiencias. Sin embargo, los robots con funciones limitadas pueden afectar negativamente la calidad de las experiencias, haciendo que los huéspedes se sientan frustrados y decepcionados. También se observó que uno de los principales públicos de los hoteles robóticos son las familias con niños, donde generalmente se maximizan las experiencias de consumo.
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Derechos de autor 2021 Thalía Mayara Amorim da Paixão, Viviane Santos Salazar
Esta obra está bajo una licencia internacional Creative Commons Atribución-NoComercial-CompartirIgual 4.0.
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