Marketing robot services in hospitality and tourism: the role of anthropomorphism

Humanoid robots should play an increasing role in hospitality and tourism services. Anthropomorphic - human like - characteristics seem critical component to consumers accepting robotic service (rService). This conceptual manuscript advances rService research by drawing on services marketing, Human Robot Interaction (HRI) and the Uncanny Valley Theory to explore anthropomorphic characteristics' range, role and impact on rService experiences. The paper proposes eleven robot capabilities that influence anthropomorphism and consequently shape HRI, three Uncanny Valley marketing outcomes, theoretical concepts, and a rich future research agenda. Hospitality and tourism literature and examples highlight the service context's importance when researching, adopting, implementing and marketing rServices.