Restaurants and Robots: Public Preferences for Robot Food and Beverage Services

Journal of Tourism Futures (in press). https://doi.org/10.1108/JTF-12-2021-0264

11 Pages Posted: 18 May 2022

See all articles by Stanislav Hristov Ivanov

Stanislav Hristov Ivanov

Zangador; Zangador Research institute; Varna University of Management (VUM)

Craig Webster

Ball State University

Date Written: April 22, 2022

Abstract

Purpose:
The hospitality industry in developed countries is under pressure due to labor shortages and it is likely more food and beverage operations will have to be automated in the future. This research investigates the public’s perceptions of the use of robots in food and beverage operations to learn about how the public perceives automation in food and beverage.

Design/methodology/approach:
Data were collected from a survey disseminated online in 12 languages, resulting in a sample of 1,579 respondents. The data were analyzed using factor analysis and OLS regressions.

Findings:
The data also reveal that generally positive attitudes toward the use of robots in tourism and hospitality is a strong indicator of positive attitudes toward the use of robots in an F&B setting. The data also illustrate that the public’s perception of appropriateness of the use of robots in F&B operations is positively related to robots’ perceived reliability, functionality and advantages compared to human employees.

Research limitations/implications:
The implications illustrate that the public seems to be generally accepting robots in food and beverage operations, even considering the public’s understanding and acceptance of the limitations of such technologies.

Practical implications:
The research suggests that a critical element in terms of incorporating automation into future food and beverage operations is encouraging consumers to have generally positive attitudes toward the use of robots in hospitality and tourism industries.

Originality/value:
This survey is based upon the data gathered in multiple countries to learn about how individuals perceive the use of robots in food and beverage operations, illustrating the attitudes that will assist or hinder the automation of this service industry.

Keywords: Robots, Attitudes toward robots, Acceptance of robotic technologies, Food, Beverage

Suggested Citation

Ivanov, Stanislav Hristov and Ivanov, Stanislav Hristov and Webster, Craig, Restaurants and Robots: Public Preferences for Robot Food and Beverage Services (April 22, 2022). Journal of Tourism Futures (in press). https://doi.org/10.1108/JTF-12-2021-0264, Available at SSRN: https://ssrn.com/abstract=4095230

Stanislav Hristov Ivanov (Contact Author)

Zangador ( email )

Varna, 9010
Bulgaria

HOME PAGE: http://www.zangador.eu

Zangador Research institute

Varna, 9010
Bulgaria

HOME PAGE: http://www.zangador.institute/

Varna University of Management (VUM) ( email )

13 Oborishte Street
Varna, 9000
Bulgaria
+359 898 680713 (Phone)

HOME PAGE: http://www.vumk.eu

Craig Webster

Ball State University ( email )

2000 W. University Avenue
Muncie, IN 47306
United States

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