Gender stereotypes in robotics in the field of tourism and hospitality. A conceptual paper

Abstract

Purpose

It is imperative to develop studies on robotics through a gender lens, as gender equality is crucial for advancing innovations within the field of tourism and hospitality. This paper aims to open new research questions based on the concept of gender stereotypes in robotics in the field of tourism and hospitality, critically examining how gender and gender stereotypes are being addressed in the current state of knowledge.

Design/methodology/approach

Conceptual papers focus on analysing concepts, approaching problems to address “what’s new” and highlighting directions for future thinking. They contribute fresh perspectives to traditional problems. Despite their potential to broaden our thinking, conceptual papers in tourism research are limited.

Findings

The importance of the concept of gender stereotypes in robotics in the field of tourism and hospitality presented in this conceptual paper is evident in recognising that robotics poses numerous ethical challenges aimed at preventing the replication and perpetuation of gendered norms, biases, prejudices and stereotypes prevalent in society. Overlooking these aspects during the design and utilisation of robots could inadvertently amplify discriminatory biases, enable abusive behaviours and contribute to the continued objectification of female workers within the tourism and hospitality sector.

Originality/value

While the concept of gender stereotypes in robotics is not novel, what is indeed novel is the untested relationship between gender stereotypes in robotics and the field of tourism and hospitality. Additionally, the context in which this relationship is presented is fresh, as it has typically been discussed in relation to customer acceptance, believability, perceived quality or satisfaction in interactions with robots. However, this paper’s distinctiveness lies in its exploration of the potential impact of robotics on either reducing or exacerbating gender stereotypes within society.

研究目的

通过性别视角研究机器人技术是至关重要的, 因为性别平等对于推动旅游和酒店业的创新至关重要。本文的目标是基于旅游和酒店业机器人中的性别刻板印象这一概念, 提出新的研究问题, 批判性地审视当前知识状态中如何处理性别及性别刻板印象。

研究方法

概念性论文侧重于分析概念, 提出问题以解决“有什么新意”, 并指出未来思考的方向。它们为传统问题提供了新视角。尽管它们有潜力拓宽我们的思维, 但在旅游研究中, 概念性论文仍较为有限。

研究发现

本文提出的关于旅游与酒店业机器人性别刻板印象这一概念的重要性在于, 认识到机器人技术带来了诸多伦理挑战, 旨在防止复制和延续社会中普遍存在的性别规范、偏见、成见和刻板印象。在设计和使用机器人时忽视这些方面, 可能会无意中放大歧视性偏见, 助长不良行为, 并继续物化旅游和酒店业中的女性员工。

研究创新

尽管机器人中的性别刻板印象并非新概念, 但新颖之处在于尚未验证机器人性别刻板印象与旅游和酒店业之间的关系。此外, 讨论这一关系的语境也是全新的, 通常这类讨论围绕客户接受度、可信度、感知质量或与机器人互动的满意度展开。然而, 本论文的独特性在于探索机器人技术对减少或加剧社会中的性别刻板印象的潜在影响。

Citation

Otegui Carles, A., Fraiz Brea, J.A. and Araújo Vila, N. (2025), "Gender stereotypes in robotics in the field of tourism and hospitality. A conceptual paper", Journal of Hospitality and Tourism Technology, Vol. 16 No. 2, pp. 389-408. https://doi.org/10.1108/JHTT-08-2023-0234