A Multidimensional Analysis of Robotic Deployment in Thai Hotels

Area of Science:

• Robotics in Hospitality
• Human-Robot Interaction
• Service Operations Management

Background:

• Hotels seek robotic deployment for enhanced customer service, productivity, and competitive advantage.
• Limited prior robotic application in the Thai hotel sector necessitates empirical investigation.
• Understanding stakeholder perceptions is crucial for successful technology integration.

Purpose of the Study:

• To explore stakeholder perceptions of robotic deployment in Thai hotels.
• To identify key factors influencing the acceptance of robots in a hotel setting.
• To provide insights for future human-robot interactions in the hospitality industry.

Main Methods:

• Qualitative research employing interpretative phenomenological analysis.
• Deployment of a navigation service robot (Peanut) in a real hotel environment.
• Data collection through interviews with hotel executives, managers, staff, and guests.

Main Results:

• Thai hotel stakeholders demonstrated acceptance of robotic technology.
• Acceptance was influenced by robot characteristics, human factors, and organizational context.
• User acceptance emerged as a critical driver for broader robotic implementation.

Conclusions:

• Robotic deployment is feasible and accepted in Thai hotels, contingent on specific dimensions.
• Addressing robot, human, and organizational factors is key to successful integration.
• Findings offer valuable guidance for the burgeoning field of hotel robotics in Thailand.