Investigating an innovative service with hospitality robots

Abstract

Purpose: The purpose of this study is to identify the factors that influence the development of service robots, and to apply a service innovation strategic mindset to the hotel industry in Taiwan. Design/methodology/approach: A mixed-methods approach, combining an expert panel and semi-structured interviews using a SMART SWOT ranking survey, was applied to understand the perspectives of hotel owners and robotics experts. Findings: Fifty-three items were collected regarding the demand side of the hospitality market, showing that the Taiwan hospitality industry has good potential to implement service robots. Sixty-one items on the supply side of business were collected, showing that this robotics service can help hotels handle seasonal employment and labor utilization. The SWOT analysis identifies “The fun and curiosity aroused in consumers can enhance the promotion of service robots”, “Lack of talent in system integration”, “Taiwan’s aging society can increase the demand for service robots” and “China and South-east countries have aggressively poached talent in the global robotics market” as key issues. Originality/value: Few studies have investigated robotics service for hotels using the six-dimensional service innovation model. This model helps identify six factors and implies that this new service concept can position hotels to better compete by using IT and relationship marketing strategies.