Humanlike robots as employees in the hotel industry: Thematic content analysis of online reviews

ABSTRACT

The purpose of this study is to discover the public’s general perceptions of robots as frontline employees in the hotel industry based on YouTube online reviews. This study applied data mining techniques to the two most frequently viewed videos related to the employment of robots in hotels. Thematic content analysis was conducted based on the Godspeed dimensions. The findings suggest that potential users’ perceptions tend to be negative when it comes to any discussion of humanlike robots. However, people are more receptive towards robots with animated features. Finally, this study contributes to both theoretical and practical discussions on robots and their related modes of analyses. It raises potential problems in the Godspeed scale and uncanny valley theory, provides guidelines to hotels which intend to employ humanlike robots as frontline staff, and offers suggestions, such as promotional videos, to marketers.

摨要

本研究的目的是根据YouTube在线评论，发现公众对机器人作为酒店业一线员工的普遍看法.本研究将数据挖掘技术应用于两个最常观看的与酒店机器人使用相关的视频.基于上帝速度维度进行主题内容分析.研究结果表明，在讨论类人机器人时，潜在用户的感知往往是消极的.然而，人们更容易接受具有动画特征的机器人.最后，本研究有助于机器人及其相关分析模式的理论和实践讨论.它在上帝速度尺度和神秘谷理论中提出了潜在的问题，为打算雇用类人机器人作为一线员工的酒店提供了指导方针，并向营销人员提供诸如宣传视频等建议.

KEYWORDS:

• Consumer reviews
• godspeed
• humanlike robot
• human–robot interaction
• YouTube marketing

Acknowledgments

The author would like to express her gratitude to Professor Eva Brucker and Professor Barbara Neuhofer for their continuous support. This work was funded by Salzburg University of Applied Sciences.