Co-Creating New Directions for Service Robots in Hospitality and Tourism
Abstract
:1. Introduction
2. Overview of Service Robots
2.1. The Rise of Service Robots in Hospitality and Tourism
Evolving Service Robot Roles in Tourism and Hospitality
2.2. Enhanced Service Experiences
Types of Service Robots that Enhance Experience
2.3. Transformative Changes in the Hospitality and Tourism Domain
Considering Employee Roles in Relation to Service Robots
3. Management and Ethical Issues in Service Robot Implementation
3.1. A Business Strategy to Increase Efficiency and Competitive Advantage
3.2. Structuring (Responsible) Service Experiences
3.2.1. Developing Diverse and Responsible Modes of Robotic Deliveries
3.2.2. Technological and Cultural Drivers
3.2.3. Anthropomorphism, Zoomorphism, and Robotic Embodiment
3.3. Ethical Considerations
4. Discussion and Directions Forward
Increasingly smartness and AmI support real-time service, empowering the co-creation of value for all stakeholders across multiple platforms. Interactions take place in real-time, at the exact moment when consumers are willing to engage with brands. […] Inevitably, smart environments transform industry structures, processes and practices, having disruptive impacts for service innovation, strategy, management, marketing and competitiveness [40] (pp.269-270).
4.1. Structural Transformations and “Just” Transitions
Digitalisation will not necessarily reduce, but rather transform jobs. Research finds that unemployment rates are generally lower in more digitalised economies, but it does typically lead to jobs being reallocated across industries. By one estimate, faster automation as a result of the pandemic will destroy 85 million jobs across 26 countries by 2025, but will also create 97 million new jobs—a net gain of 12 million [91].
4.2. Co-Creating Democracy and Regulatory Action through Collaborative Human-Robot Endeavors?
Co-creation is closely associated with contemporary ideas about innovation. Innovation in systems of production and consumption, in business ecosystems and supply chains, in processes and practices, have emerged as a result of collaborative ways of working together. Co-creation (sharing, collaboration, gifting, etc.) has redefined how we access resources such as knowledge expertise, capital, labour, and so on. […] We need to understand more about how co-creation may enhance innovation through inclusive thinking, or impeded it through exclusive (invitation only) cocreation practices [93] (p.295).
4.3. Blurring Human-Technological Dualisms towards Posthumanist Perspectives
How, and in what ways—competitively/collaboratively, hierarchically/horizontally—are capabilities, agency, and power distributed across human, machines, and natural systems?What new knowledge(s), questions, stakeholders, and partnerships are needed in order to adequately design for this problem?How are ethics, values, and responsibilities reflected and embedded throughout the design process? [97] (p.19).
- What constitutes a safe and “good” (ethical) robot-visitor encounter?
- How does increased automation and robotics, for example, service robots greeting you as you enter the hotel lobby or delivering food to your hotel room, affect the hospitality experience?
- Robots are increasingly being used to support and act as tour guides in museums and other destination settings. How can they facilitate cultural exchange by which visitors gain a rich experience of the local, facilitate learning about the destination, and challenges such as climate change and environmental literacy? What is gained and lost in the process? Will they significantly substitute meeting local residents?
- What additional questions and ethical issues arise as social-ecological systems turn increasing posthuman and transhuman?
5. Conclusions
Author Contributions
Funding
Acknowledgments
Conflicts of Interest
References
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Fusté-Forné, F.; Jamal, T. Co-Creating New Directions for Service Robots in Hospitality and Tourism. Tour. Hosp. 2021, 2, 43-61. https://doi.org/10.3390/tourhosp2010003
Fusté-Forné F, Jamal T. Co-Creating New Directions for Service Robots in Hospitality and Tourism. Tourism and Hospitality. 2021; 2(1):43-61. https://doi.org/10.3390/tourhosp2010003
Chicago/Turabian StyleFusté-Forné, Francesc, and Tazim Jamal. 2021. "Co-Creating New Directions for Service Robots in Hospitality and Tourism" Tourism and Hospitality 2, no. 1: 43-61. https://doi.org/10.3390/tourhosp2010003