Abstract
Humans in hospitality areas are being replaced by robot concierges, delivery robots, chatbots, and information assistants through a variety of devices, for example, mobile apps and self-service check-in/check-out machines. Powered by artificial intelligence (AI) algorithms, big data, mobile Internet and internet-of-things technologies, inventions supporting a sustainable shift to social robotics have recently been growing exponentially. Despite this unidirectional movement, there has been a lack of effort to monitor customer responses regarding specific situations in a timely manner. In this study, we examine YouTube, an online streaming video website, to uncover what factors affect attitudes towards RAISA (Robot, AI, and Service Automation) applications in the hospitality industry. The findings show that the sentiment of the content of video narration and physical interaction influence potential customer attitudes toward RAISA services in hospitality. This study provides insights about how online buzz can offer an initial reference for potential customers to deal with the uncertainty of innovative services and provide practitioners with information about proper design guidelines for promoting RAISA applications to their businesses by grasping the trend of broad opinion in real time.
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Notes
Note that we used a mean of VADER and BERT values. There were no significant differences from using them separately. In addition, we transformed the sentiment of narration into binary labels by a median.
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This work was supported by the research fund of Kwangwoon University (2020). This work was supported by the Ministry of Education of the Republic of Korea and the National Research Foundation of Korea (NRF-2019S1A3A2098438).
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Kim, T., Jo, H., Yhee, Y. et al. Robots, artificial intelligence, and service automation (RAISA) in hospitality: sentiment analysis of YouTube streaming data. Electron Markets 32, 259–275 (2022). https://doi.org/10.1007/s12525-021-00514-y
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DOI: https://doi.org/10.1007/s12525-021-00514-y