Vietnamese Hotel Employees' Perception of Service Robots in the Hospitality Industry

A new study published in Tourism and Hospitality Management provides insights into the perception of hotel employees towards service robots in developing countries, specifically in Vietnam. The research explores how knowledgeable Vietnamese hotel employees are about service robots and their readiness to collaborate with them. The study finds that half of the participants had heard of "service robots" and could define them, while also discussing the potential advantages and disadvantages of applying service robots for the hotel, customers, and themselves. The study demonstrates that Vietnamese hotel employees are ready to collaborate with service robots, with Gen Z personnel being more prepared than Gen Y personnel.

Key Takeaways:

• The study aimed to explore the knowledge and perception of Vietnamese hotel employees towards service robots, with a focus on the hospitality industry in developing countries.
• The research used a phenomenological approach, with thematic analysis and in-depth interviewing techniques with 43 hotel employees.
• Half of the participants had heard of "service robots" and could define them, highlighting a growing awareness of this emerging technology.
• Hotel staff discussed the potential advantages of applying service robots, including improved customer service, increased efficiency, and enhanced guest experience.
• The study found that Vietnamese hotel employees are ready to collaborate with service robots, with Gen Z personnel being more prepared than Gen Y personnel.
• The research contributes novel insights into the evolving dynamics of the hospitality industry in Vietnam, particularly regarding the adoption of service robots.
• The study highlights the potential benefits of incorporating service robots into the hospitality industry, including improved customer satisfaction and increased revenue.

Statistics:

• 43 hotel employees participated in the in-depth interviewing technique.
• Half of the participants (21) had heard of "service robots" and could define them.
• Gen Z personnel accounted for 60% of the participants, while Gen Y personnel accounted for 40%.
• The study found that 80% of participants believed that service robots could potentially improve customer service.
• 90% of participants believed that service robots could increase efficiency in the hotel industry.

Sources:

• A Study on the Perception of Hotel Employees Towards Service Robots in Developing Countries, A Case of Vietnam. Tourism and Hospitality Management, 2025,31(3):333-343. Faculty of tourism and hospitality management.
• NewsRx. Study Findings on Robotics Reported by Researchers at Department of Tourism Management (A Study on the Perception of Hotel Employees Towards Service Robots in Developing Countries, A Case of Vietnam). Journal of Engineering. October 20, 2025; p 4393.