Anthropomorphism-based artificial intelligence (AI) robots typology in hospitality and tourism.

Abstract

Abstract Purpose Anthropomorphism plays a crucial role in the deployment of human-like robots in hospitality and tourism. This study proposes an anthropomorphism-based typology of AI robots, based on robot attributes, usage, function, and application across different operational levels. Design/methodology/approach Following the Preferred Reporting Items for Systematic Reviews and Meta-Analysis (PRISMA) checklist, the research was conducted in two stages. A search strategy was implemented to explore anthropomorphism-based AI robots and to develop a robot typology. Findings This study provides a comprehensive typology of anthropomorphism-based AI robots used in tourism and hospitality and classifies them into four types, namely: chatbots, mechanoids, humanoids, and android robots. Each type features distinct functions and applications. Practical implications The findings can assist companies in using anthropomorphic robots to improve service and strengthen competitiveness. The study offers valuable insights to managers for deploying AI robots across diverse service sectors. Originality/value This research provides a novel typology of hospitality and tourism AI robots and extends the understanding of anthropomorphism in human-robot interaction. This typology encompasses both virtual and physical robots, providing clarity on their attributes, usage, functions, and applications across diverse areas of hospitality operations.