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Robots, artificial intelligence, and service automation (RAISA) in hospitality: sentiment analysis of YouTube streaming data

Author

Listed:
  • Taekyung Kim

    (Kwangwoon University)

  • Hwirim Jo

    (Kyung Hee University)

  • Yerin Yhee

    (Kyung Hee University)

  • Chulmo Koo

    (Kyung Hee University)

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.

Suggested Citation

  • Taekyung Kim & Hwirim Jo & Yerin Yhee & Chulmo Koo, 2022. "Robots, artificial intelligence, and service automation (RAISA) in hospitality: sentiment analysis of YouTube streaming data," Electronic Markets, Springer;IIM University of St. Gallen, vol. 32(1), pages 259-275, March.
    • Handle: RePEc:spr:elmark:v:32:y:2022:i:1:d:10.1007_s12525-021-00514-y
    DOI: 10.1007/s12525-021-00514-y
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    Cited by:

    1. Ram Narayan & Anita Gehlot & Rajesh Singh & Shaik Vaseem Akram & Neeraj Priyadarshi & Bhekisipho Twala, 2022. "Hospitality Feedback System 4.0: Digitalization of Feedback System with Integration of Industry 4.0 Enabling Technologies," Sustainability, MDPI, vol. 14(19), pages 1-18, September.
    2. Akbari, Morteza & Foroudi, Pantea & Zaman Fashami, Rahime & Mahavarpour, Nasrin & Khodayari, Maryam, 2022. "Let us talk about something: The evolution of e-WOM from the past to the future," Journal of Business Research, Elsevier, vol. 149(C), pages 663-689.
    3. Rainer Alt, 2022. "Electronic Markets on platform dualities," Electronic Markets, Springer;IIM University of St. Gallen, vol. 32(1), pages 1-10, March.

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    More about this item

    Keywords

    Robot; Artificial intelligence; Sentiment analysis; YouTube; Streaming data; Hospitality;
    All these keywords.

    JEL classification:

    • L83 - Industrial Organization - - Industry Studies: Services - - - Sports; Gambling; Restaurants; Recreation; Tourism
    • Z30 - Other Special Topics - - Tourism Economics - - - General
    • Z32 - Other Special Topics - - Tourism Economics - - - Tourism and Development
    • Z38 - Other Special Topics - - Tourism Economics - - - Policy

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