Research note
Leveraging LEGO® Serious Play® to embrace AI and robots in tourism

https://doi.org/10.1016/j.annals.2019.06.003Get rights and content

Highlights

  • Artificial intelligence (AI) and robotics continue to disrupt the tourism industry.

  • Adopting AI and robotics may lead to organisational/behavioural change.

  • LEGO® Serious Play® helps researchers explore change brought by technological innovation.

Section snippets

Acknowledgements

The workshops were funded by ESRC Business Boost Industry Engagement Fund (UK).

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    The implementation of robotics enhances service experiences, reduces labor costs, improves service operations, and fosters value co-creation (Zhang et al., 2022). Ivanov et al. (2019) provide a review of research on robotics in T&H and identify directions for future research; Wirtz et al. (2018) explore the potential role service robots will play in the future, while Tuomi et al. (2019) explore how robots might influence daily service operations. Belanche et al. (2020) explore the attribution of responsibility for service outcomes when guests interact with frontline robots in a hotel.

  • Humanoid versus non-humanoid robots: How mortality salience shapes preference for robot services under the COVID-19 pandemic?

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    For example, some leading hotel chains have adopted service robots in their daily operations, including delivery of room service, check-in, cleaning, security checks, and entertainment (Tussyadiah & Park, 2018). Service robots, defined as “system-based autonomous and adaptable interfaces that interact, communicate, and deliver service to an organization's customers” (Wirtz et al., 2018, p. 909), have been regarded as important elements of the frontline service process (Tuomi et al., 2019). The service robotics market was valued at USD 23, 577.1 million in 2020 and is expected to reach USD 212, 619.7 million by 2026 (Mordor Intelligence, 2020).

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