Researchers at the UJI carry out two experiments with social robots in hotels to analyse the value they bring to the tourism sector



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## Researchers at the UJI carry out two experiments with social robots in hotels to analyse the value they bring to the tourism sector

17/05/2022 |
SCP

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Researchers from the IMK-Innovation in Marketing group at the Universitat Jaume I have started a series of experiments with social robots that aim to analyse the perception that Hospitality (hotels) customers have of this service, in order to find out the added value that these robots can bring to the tourism sector and what kind of characteristics they need to have to satisfy the customers.

Specifically, the initiative, led by professor Miguel Ángel Moliner and lecturer Luis Callarisa, both from the field of marketing and market research, will study the impact of functionality and warmth on service quality, perceived value and satisfaction.

The pilot tests of the project, which has 53,555 euros of funding from the Spanish Plan for Scientific and Technical Research and Innovation 2017-2020, will be carried out in establishments of Hoteles Intur, a hotel chain collaborating in the initiative. Specifically, the experiments, which began on 17 May at the Hotel Intur Palacio San Martín in Madrid, are scheduled to last three weeks.

During the first week, a human-like robot (Nairobi) will interact with customers at the hotel hall and, at the end of the interaction, a survey will be carried out to find out their perception of the service. In addition, qualitative interviews will also be conducted with hotel staff for the same purpose. In the second week, the experience will be repeated with a robot with a robotic appearance (Tokyo), while in the third week there will be no robots in order to have a control sample.

A second experiment is planned from 4 to 17 July at the Hotel Intur Orange in Benicàssim, where the same procedure will be repeated with the two types of robots.

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