Hotel Robots: An Exploratory Study of Generation Z Customers in China

Article Link: Given little light has been shed on the preference of Generation Z tourists or tourists from different cultural backgrounds towards service robot preference in hospitality contexts, this study aims to explore robot service preferences in the accommodation sector in the Chinese market, with a specific focus of Generation Z customers. This study followed an exploratory sequential research design including two qualitative methods (i.e., projective techniques and semi-structured interviews) to reach its objectives. This study suggests that service robots are more preferred for routine tasks and gender differences exist in the preference of service robot’s anthropomorphism level. The preferences are driven by four factors based on different levels of hedonic and utilitarian values: 1) experienced-hedonic value, 2) utilitarian-hedonic value, 3) task-relevant value, and 4) utilitarian value. Website: Submit a Paper: