Publicação
Tourism marketing in the digital age: AI service robots impact on touristic experiences
| Resumo: | The aim of this thesis is to examine the role of AI-based service robots in improving the tourist experience and, more specifically, to identify the reasons for user interest and acceptance in this area. Based on a modified model of the S-RAM model, this research explores the role of hedonic factors, such as cuteness and perceived humanity, and some functional characteristics, such as perceived usefulness or performance expectancy. After studying the data received from the sample, the researcher discovered that acceptance can be predicted by two independent variables: performance expectancy and perceived usefulness. On the other hand, cuteness only influences people who have never interacted with a service robot before. The study addresses the technology acceptance process, arguing that two phases in the user behavior funnel should be considered, interest and acceptance, influenced by different types of factors. These findings are useful for tourism managers looking to integrate service robots into their operations, as they identify a number of obstacles, the most important of which is the need to ensure proper integration and the correct balance between aesthetic and functionality. This study contributes to existing literature by exploring the acceptance of technology in the context of tourism, thus complementing the two models, TAM and sRAM in the context of tourism services. |
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| Autores principais: | Maeiro, José Paulo Jorge |
| Assunto: | Service robots Marketing turístico -- Touristic Marketing Technology acceptance Inteligência artificial -- Artificial intelligence Turismo -- Tourism User experience Robôs de serviço Aceitação da tecnologia Experiência do cliente |
| Ano: | 2024 |
| País: | Portugal |
| Tipo de documento: | dissertação de mestrado |
| Tipo de acesso: | acesso aberto |
| Instituição associada: | ISCTE |
| Idioma: | inglês |
| Origem: | Repositório ISCTE |
| Resumo: | The aim of this thesis is to examine the role of AI-based service robots in improving the tourist experience and, more specifically, to identify the reasons for user interest and acceptance in this area. Based on a modified model of the S-RAM model, this research explores the role of hedonic factors, such as cuteness and perceived humanity, and some functional characteristics, such as perceived usefulness or performance expectancy. After studying the data received from the sample, the researcher discovered that acceptance can be predicted by two independent variables: performance expectancy and perceived usefulness. On the other hand, cuteness only influences people who have never interacted with a service robot before. The study addresses the technology acceptance process, arguing that two phases in the user behavior funnel should be considered, interest and acceptance, influenced by different types of factors. These findings are useful for tourism managers looking to integrate service robots into their operations, as they identify a number of obstacles, the most important of which is the need to ensure proper integration and the correct balance between aesthetic and functionality. This study contributes to existing literature by exploring the acceptance of technology in the context of tourism, thus complementing the two models, TAM and sRAM in the context of tourism services. |
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