Journal
TOURISM MANAGEMENT PERSPECTIVES
Volume 45, Issue -, Pages -Publisher
ELSEVIER
DOI: 10.1016/j.tmp.2022.101049
Keywords
Service robots; fast food; Egypt; Malaysia; Employees; Cross -culture
Categories
Ask authors/readers for more resources
This study empirically investigates the acceptance of service robots among fast-food employees in Egypt and Malaysia and explores the moderating role of culture on usage intention. The results showed that factors such as easiness-of-use, recommendations from trusted individuals, and the required knowledge and skills influence the intention to adopt robots among fast-food employees.
Robots are adopted in numerous tourism and hospitality segments, including restaurants. This study aims to empirically investigate the service robots' (SRs) acceptance among fast-food employees across two cultures - Egypt and Malaysia - and examines the moderating role of culture on usage intention. Extending the UTAUT model, Hofstede's culture dimensions, and relevant literature, a survey was developed for data collection from a convenient sample of employees in two international fast-food chains. Structural equation modelling was used for hypotheses-testing purposes. The results revealed that four UTAUT main constructs explain 62% and 44% of fast-food employees' behavioural intention to adopt robots in Egypt and Malaysia, respectively. The findings revealed that easiness-of-use, recommendations of trusted people to use robots, and knowledge and skills required to use robots affect the intention of usage by fast-food employees. This study extends the research of robotics' adoption in tourism and hospitality and consequently supports the planning for the post-Covid-19 resume. It provides several theoretical and operational implications for future research.
Authors
I am an author on this paper
Click your name to claim this paper and add it to your profile.
Reviews
Recommended
No Data Available