THE FUTURE OF HOSPITALITY: RISKS AND CHALLENGES OF IMPLEMENTING AUTOMATED SERVICES
DOI:
https://doi.org/10.35120/Keywords:
Automation in hospitality, Guest perception, Technological adoption, Service quality, Human interactionAbstract
This study focuses on guest’s attitudes and perceptions regarding automation in the hospitality sector, with particular attention to Serbia and Montenegro. The results of the survey indicate that the respondents are generally well-educated, with a strong representation of individuals holding graduate and master's degrees. The majority falls within the medium-income classes, influencing their perspective on the economic feasibility of automated services. The results show a nearly equal distribution of acceptance and skepticism about completely automated hotel services, highlighting notable diversity in comfort levels. The loss of warmth and personalized attention, possible decreases in service quality, employment displacement, and data privacy concerns are among the main concerns. However, the respondents accepted the benefits of automation, especially in transactional areas such as front desk operations and check-in/check-out services. Despite some openness to technological advancements, there remains a clear preference for human interaction in personalized services such as concierge assistance and housekeeping. The study concludes that a balanced approach, integrating automation in efficiency-operated areas, and preserving human elements in guest interactions, is necessary to ensure widespread acceptance of technology in hospitality.
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