The Future of Hotel (A Symbiosis of Automation and Human Interaction.)
Bagadiya, Dinal; Kathiriya, Krishna (2024)
2024
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https://urn.fi/URN:NBN:fi:amk-2024060320020
https://urn.fi/URN:NBN:fi:amk-2024060320020
Tiivistelmä
The hospitality industry is undergoing a significant transformation with the integration of automation technologies. This thesis investigates this shift, providing valuable insights into how hotel guests perceive and respond to automation versus human interaction focusing keenly on customer experience and satisfaction. The research aims to know how hotel guests perceive and respond to automation is investigated, with a focus on their preferences between human interaction and automated services.
The study's primary objectives are to explore guests' perceptions of automated services, such as self-check-in kiosks and robot concierges, and to examine the factors influencing their trust in these technologies. Additionally, the research seeks to understand how demographic variables, such as age and gender, affect guests' preferences for automation versus human interaction. A key aspect of the study is to evaluate the quality of human interaction and its impact on overall guest satisfaction, aiming to find a balance between technological efficiency and personal service.
The research employed a mixed-methods approach, utilizing both quantitative surveys and qualitative analysis of Google reviews. The survey collected responses from 108 participants of diverse nationalities and age groups. Complementary qualitative analysis of 700 reviews from nine hotels provided deeper insights into guest sentiments, highlighting a predominant satisfaction with automated services, tempered by some concerns about discomfort and awkwardness.
The findings reveal a positive correlation between guest enjoyment and hotel technology, suggesting that automation can enhance efficiency and convenience. However, despite the acceptance of automated services, positive human interactions remain crucial for guest satisfaction. The study underscores that while self-check-in kiosks and mobile apps reduce wait times and are generally perceived favourably, the quality of interactions with hotel staff often outweighs the benefits of automation alone. Trust in automated services is influenced by factors such as user-friendliness, clear instructions, reliability, security, and transparency. Guests with positive past experiences with automated services are more likely to reuse and recommend them. Demographic analysis indicates that younger guests (ages 18-29) are more inclined towards robot interaction, while gender appears to have minimal influence on preferences.
The thesis concludes that while automation significantly enhances operational efficiency, the human touch remains essential in the hospitality industry. A balanced approach, integrating both automated and human services, is critical for meeting and exceeding guest expectations. The research emphasizes the importance of thoughtful implementation of technology to complement, rather than replace, human interaction.
This research provides practical guidance for hotel owners and managers, helping them to tailor their services to align with evolving guest expectations. By understanding the nuanced preferences of guests, the hospitality sector can better navigate the future landscape, ensuring enriched and satisfying guest experiences.
The study's primary objectives are to explore guests' perceptions of automated services, such as self-check-in kiosks and robot concierges, and to examine the factors influencing their trust in these technologies. Additionally, the research seeks to understand how demographic variables, such as age and gender, affect guests' preferences for automation versus human interaction. A key aspect of the study is to evaluate the quality of human interaction and its impact on overall guest satisfaction, aiming to find a balance between technological efficiency and personal service.
The research employed a mixed-methods approach, utilizing both quantitative surveys and qualitative analysis of Google reviews. The survey collected responses from 108 participants of diverse nationalities and age groups. Complementary qualitative analysis of 700 reviews from nine hotels provided deeper insights into guest sentiments, highlighting a predominant satisfaction with automated services, tempered by some concerns about discomfort and awkwardness.
The findings reveal a positive correlation between guest enjoyment and hotel technology, suggesting that automation can enhance efficiency and convenience. However, despite the acceptance of automated services, positive human interactions remain crucial for guest satisfaction. The study underscores that while self-check-in kiosks and mobile apps reduce wait times and are generally perceived favourably, the quality of interactions with hotel staff often outweighs the benefits of automation alone. Trust in automated services is influenced by factors such as user-friendliness, clear instructions, reliability, security, and transparency. Guests with positive past experiences with automated services are more likely to reuse and recommend them. Demographic analysis indicates that younger guests (ages 18-29) are more inclined towards robot interaction, while gender appears to have minimal influence on preferences.
The thesis concludes that while automation significantly enhances operational efficiency, the human touch remains essential in the hospitality industry. A balanced approach, integrating both automated and human services, is critical for meeting and exceeding guest expectations. The research emphasizes the importance of thoughtful implementation of technology to complement, rather than replace, human interaction.
This research provides practical guidance for hotel owners and managers, helping them to tailor their services to align with evolving guest expectations. By understanding the nuanced preferences of guests, the hospitality sector can better navigate the future landscape, ensuring enriched and satisfying guest experiences.