Chapter 5 Making Sense of Robots: Consumer Discourse on Robots in Tourism and Hospitality Service Settings

Purpose: The research investigates the presence of technology ideologies in consumer discourse on tourism and hospitality robots. Design/methodology/approach: Using a netnographic approach, the research involved immersion in online discourses and collection of consumer posts from a variety of social media platforms. Data was subjected to a thematic analysis informed by the technology ideology framework described in the literature review. Findings: Online consumer narratives about tourism and hospitality robots are dynamic and varied and reveal a multitude of technology ideology-related positions. The research confirms the applicability of the technology ideology framework to online discourses on service robots and finds that anthropomorphism triggers additional concerns. Research implications: The findings suggest that future research on the acceptance and use of service robots should go beyond psychological concepts. Practical implications: Without uncovering and understanding technology sensemaking processes with respect to service robots, the introduction of service robots in hospitality and tourism might trigger consumer resistance or lead to inferior service experiences. Social implications: The research suggests that sensemaking of technology, specifically service robots, is complex and colored by pertinent ideologies. Policies and regulations regarding service robot adoption and implementation should consider these various positions. Originality/value: The paper introduces technology sensemaking and technology ideology as important theoretical frameworks to understand consumer perceptions, attitudes, uses and relationships in regard to service robots in hospitality and tourism contexts.