Tourists' Expectations of Experience and Visit Intention in Smart Hospitality: A Moderated Mediation Model of Service Robots

Abstract

Purpose —The proposed study examines the effect of technologically empowered service characteristics, i.e., service robot enjoyment, infrastructure quality, and activity diversity in smart hospitality, on Tourist Experience Expectations (TEEE) and Visit Intention (VINT). It fills a gap that is very crucial since it assesses the design triggers in a culturally contextualized manner and also examines how tourists respond to anthropomorphic robots’ characteristics.

Design/Methodology/Approach —The study used a cross-sectional experimental design based on a scenario study of 256 Pakistani tourists who were conversant with technology-mediated services. This moderated mediation model was based on the Stimulus Organism Response (S-O-R) model, and it measured the direct effects of the stimulus as well as the conditional interactions. The measures of constructs were based on culturally pre-validated scales, and analysis was performed using Partial Least Squares Structural Equation Modelling (PLS-SEM), which is suitable to analyse the data in small samples, non-normal data, and complex interaction models.

Findings —The enjoyment of service robot, variety of activities, and infrastructure had significant influence on expectations and behavioural intention through TEEE. There was no direct effect of environmental ambiance, which indicated its reduced salience in the context of robotic hospitality. Perceived anthropomorphism failed to moderate the relationship between enjoyment and expectation, suggesting that culture does not embrace a human-like appearance of robots and that it is not universally desirable.

Originality/Value —The work provides one of the earliest culturally adaptable conceptions of stimulus asymmetry in robot tourism and an argument against anthropomorphic suppositions in the design of hospitality. It builds on the S-O-R paradigm by putting TEEE as a central cognitive-affective processor and exposes the contextual limits to emotional technology acceptance.

Practical Implications —he operators of the Pakistani hospitality sector ought to focus on functionality-first robot design and diversify infrastructure and activity offerings to trigger the development of meaningful expectations. The experiential cues can be combined with behavioural outcomes through scenario-based marketing and segmentation strategies, particularly to younger demographics that are more tech-receptive.