Abstract
PurposeThis study aims to examine the variables that may influence the acceptance and adoption of robot-assisted services by various stakeholders in the tourist industry, namely in hotels.Design/methodology/approachThis study utilized a qualitative research approach to investigate what may influence the acceptance and adoption of artificial intelligence (AI)-driven technologies in hotels in North Cyprus. Participants were selected for the study based on certain criteria using a referral sampling method.FindingsThe author have identified five core themes. (1) “Insufficient awareness;” (2) “Inadequate knowledge to operate robot-assisted services;” (3) “Limited budget;” (4) “Adherence to traditional management approaches” and (5) “Absence of incentives from tourism authorities.” This study establishes the foundation for future research and strategic initiatives aimed at enhancing the readiness of the hotel industry in North Cyprus to integrate robot-assisted services.Practical implicationsThis research has practical consequences for hotel management employees in North Cyprus. The results may serve as guides for hotel stakeholders to enhance their understanding of the importance of innovation and establishing a competitive advantage in the rapidly growing hospitality business by identifying the pros and cons of adopting AI-driven technology.Originality/valueTo the best of the authors' knowledge, there have been few studies examining the viewpoints of managerial employees in North Cyprus hotels on the implementation of robot-assisted services. The authors examined several managerial employees in hotels to determine factors that might affect the adoption of AI-driven technology. The results are valuable for future research in the context of hotels in North Cyprus.