Factors affecting innovation resistance of fast-food employees’ usage intention of robots: an integrative perspective
Journal of Hospitality and Tourism Insights
ISSN: 2514-9792
Article publication date: 8 April 2024
Issue publication date: 21 June 2024
Abstract
Purpose
Robots have been adopted in numerous tourism and hospitality sectors, including restaurants. This study aims to investigate fast-food employees' use of service robots (SRs) in Pakistan.
Design/methodology/approach
This study used a conceptual model based on innovation resistance theory (IRT). By employing structural equation modeling (SEM) in Smart-PLS 3.2.8, we evaluated data from 247 valid respondents.
Findings
The findings demonstrated that drivers of robot adaptation significantly influenced image barriers, risk barriers, traditional barriers, usage barriers and value barriers. The results also revealed that usage, image and traditional barriers significantly affect usage intention.
Originality/value
This study enhances the research on robotics acceptance in tourism and hospitality and subsequently aids in the planning for post-COVID-19 resumption. This study offers several practical and theoretical insights for further investigation.
Keywords
Citation
Khan, S. and Mehmood, S. (2024), "Factors affecting innovation resistance of fast-food employees’ usage intention of robots: an integrative perspective", Journal of Hospitality and Tourism Insights, Vol. 7 No. 3, pp. 1456-1474. https://doi.org/10.1108/JHTI-08-2023-0515
Publisher
:Emerald Publishing Limited
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