IS THERE ROOM FOR HIGH TECH IN A HIGH TOUCH INDUSTRY? AN EXPLORATORY STUDY ON ADOPTION OF SOCIAL ROBOTS IN THE HOTEL INDUSTRY

Abstract: This master thesis explores the possibilities of social robot adoption in the hotel industry. Social robots represent a new product group, a radical innovation, that has yet not seen commercialization in the hotel industry in Sweden. Furthermore, previous research has requested studies that determine success factors for social robot adoption in specific markets. This thesis therefore investigates what the motivations and barriers to adoption of social robots are for hotels, and subsequently what is needed from innovators to facilitate adoption. The case of Furhat Robotics, a Swedish startup, has been used to explore this topic and answer the research questions. The methodology used in this master thesis is a qualitative case study with data collection through 16 interviews with hotel management representatives. The interview data was later analyzed through the theoretical framework, mainly consisting of Behavioral Reasoning Theory, that suggests mapping reasons for and against adoption and applying strategies to overcome barriers. The three most significant motivations for adoption of social robots in hotels are to reduce personnel costs, increase the service level and strengthen the hotel brand. Initially, many barriers to adoption were found. However, when segmenting the hotel industry and choosing social robot applications that solve challenges for the respective hotels, several barriers can be overcome. In conclusion, the social robot innovator needs to modify the innovation in accordance with customer needs and educate about its relative advantage in order to facilitate adoption of social robots in the hotel industry.