服务体验对酒店品牌认知的影响研究——基于机器人服务的视角  

Research on the Influence of Service Experience on Hotel Brand Cognition——the Perspective of Robot Service

作　　者：雷春[1] LEI Chun(School of Tourism and Hospitality Management,University of Sanya,Sanya 572022,China)

机构地区：[1]三亚学院旅游与酒店管理学院,海南三亚572022

出　　处：《经济论坛》2023年第5期74-82,共9页Economic Forum

基　　金：三亚学院校级重点课题“推动数字经济与旅游业高质量融合发展”(USYZD22-05);三亚学院“四新”研究与改革实践项目“基于文旅传播与跨界融合的会展专业人才培养模式改革”(SYJGSX202221)。

摘　　要：人工智能技术发展推进了服务机器人在旅游酒店业的广泛应用并逐步突显其对应用企业的品牌认知影响力。文章基于体验的四个维度,比较了酒店员工和机器人服务对酒店品牌体验的影响,研究结果表明,机器人服务对顾客的感官和智能体验影响水平较高,但情感体验维度的影响水平较低。而在行为体验影响方面,商务酒店和经济型酒店对机器人服务的评价更高,豪华酒店则对其没有影响。因此,对于以服务年轻顾客为主要群体的商务型和经济型酒店,采用机器人服务会在一定程度上提升酒店品牌的认知体验。The development of artificial intelligence(AI)technology has promoted the wide application of ser-vice robots in the tourism hospitality industry,and gradually highlighted its brand recognition influence on these ap-plication enterprises.Based on four dimensions of experience,this study compares the influence of hotel staff and service robots on hotel brand experience.The study results show that robot service has a high influence on customers’sensory and intelligent experience,but a low influence on the emotional experience dimension.In terms of the in-fluence of behavioral experience,business hotels and budget hotels rate robot services more highly,while luxury ho-tels had no influence.Therefore,for business and budget hotels that mainly serve young customers,the adoption of robot service will improve the cognitive experience of the hotel brand at a certain level.

关 键 词：机器人服务 品牌感知 旅游酒店 顾客体验 人工智能 

分 类 号：F274[经济管理—企业管理] F719[经济管理—国民经济]