Robotisation in travel and tourism: Tourist guides' perspectives on robot guides

Abstract

This study investigates the advantages and disadvantages of using robot guides and the challenges that tour guides may face when integrating these robotic assistants. Qualitative research methods were employed to explore the viewpoints of tourist guides concerning robotisation in the travel and tourism industry. Semi-structured interviews, conducted via video calls on an online platform with 20 different tourist guides, were selected as the primary data collection method. Thematic analysis was employed to analyse the data. The results revealed that the tourist guides who participated in the study generally held negative views on using robots in tourist guidance. They expressed scepticism about the immediate impact of robot guides on tourist guidance. However, there was a consensus that in the long term, the introduction of robot guides might reduce the number of human tourist guides. Therefore, this study suggests a collaborative approach between robots and human tour guides could yield mutually beneficial outcomes.