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Acceptance or Objection of AI in the Spa Industry: The Moderating Factor of Employee Presence

In: Information and Communication Technologies in Tourism 2026

Author

Listed:
  • Jennie Underwood

    (University of Cumbria, Institute of Business, Industry and Leadership)

  • Demos Parapanos

    (University of Cumbria, Institute of Business, Industry and Leadership)

  • Tim Heap

    (University of Cumbria, Institute of Business, Industry and Leadership)

Abstract

The spa industry traditionally capitalizes on the interaction between employees and visitors, where therapists build an intricate rapport with visitors, adding value and satisfaction to the services. Recent macroenvironmental factors in the UK have provided challenges to the industry in terms of profitability, employment regulations, and practices. The potential adoption and utilization by the spa industry of artificial intelligence (AI) therefore is apposite in allowing businesses to help maintain standards that meet visitor expectations. Despite previous research examining the impact of AI in related industries, no research has focused upon the factors affecting the acceptance or objection of AI devices in spa, with the employee presence as a moderating factor. A study involving 351 spa visitors found that performance expectancy and positive emotion are positively conditioned by employee presence. Findings also suggest that positive emotions contribute towards acceptance of the technologies, whereas negative emotions will contribute towards objection.

Suggested Citation

  • Jennie Underwood & Demos Parapanos & Tim Heap, 2026. "Acceptance or Objection of AI in the Spa Industry: The Moderating Factor of Employee Presence," Springer Proceedings in Business and Economics, in: Peter O'Connor & Mattia Rainoldi & Julia Neidhardt (ed.), Information and Communication Technologies in Tourism 2026, chapter 22, pages 321-336, Springer.
    • Handle: RePEc:spr:prbchp:978-3-032-23925-9_22
    DOI: 10.1007/978-3-032-23925-9_22
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