Wang, Jinwei, Zhou, Zhihua and Morrison, Alastair ORCID: https://orcid.org/0000-0002-0754-1083 (2025) The importance of human touch: how robot anthropomorphism impacts customer engagement in tourism and hospitality. Journal of Vacation Marketing. ISSN 1356-7667 (Print), 1479-1870 (Online) (doi:10.1177/13567667251367435)

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Abstract

Anthropomorphized robots are deployed to enhance experiences in tourism and hospitality. However, it remains unclear how service robot anthropomorphism affects customer engagement. Drawing upon social response theory, this research investigates the effects of robot anthropomorphism on customer engagement and the underlying processes through four experiments (n = 1130) and single-paper meta-analysis. The results indicate that highly anthropomorphized robots are more effective in enhancing customer engagement. Further analysis reveals that this effect is mediated through the sequential pathways of social presence and trust. Additionally, the need for status and social exclusion moderate the impact of robot anthropomorphism on customer engagement. These findings carry significant theoretical and practical implications regarding the utilization of anthropomorphized robots in tourism and hospitality.

Item Type:	Article
Uncontrolled Keywords:	anthropomorphism, customer engagement, tourism and hospitality
Subjects:	B Philosophy. Psychology. Religion > BF Psychology H Social Sciences > H Social Sciences (General) T Technology > T Technology (General)
Faculty / School / Research Centre / Research Group:	Greenwich Business School Greenwich Business School > Networks and Urban Systems Centre (NUSC) Greenwich Business School > School of Business, Operations and Strategy
Last Modified:	30 Oct 2025 11:57
URI:	https://gala.gre.ac.uk/id/eprint/51337

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