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Research in Hospitality Management

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For better or for worse: Shaping the hospitality industry through robotics and artificial intelligence

Nadine Drexler, Viyella Beckman Lapré

Abstract


Contemporary technological applications are widely in use in the public sector; transportation, law enforcement, armed forces, and health care industries have long adopted robotics and artificial intelligence (AI). Our daily lives have been shaped through the digital transformation and, as such, this development has also impacted the hospitality industry. By exploring the practical implications, the authors outline motivations of organisations, and highlight shortcomings due to the current level of technology adoption. In line with this, a trade-off between convenience and limiting freedom of choice is contrasted with varying regional acceptance levels by users. Further, the adoption of advanced technology as far-reaching as social robots has implications on a strategic and human resources level; human-robot interaction (HRI) in a professional setting comes with changing job tasks, and a general-skill-focused human workforce and therefore requires adapted policies and strategies. Undoubtedly, the future is here, and rather than fearing the change the authors recommend using technological advancements and its possibilities through an informed choice.

Keywords: acceptance, artificial intelligence (AI), hospitality industry, human–robot interaction (HRI), robotics, technological development, strategic human resource management (HRM)




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