The increasing adoption of robotics and artificial intelligence (AI) in luxury hospitality presents both opportunities and challenges. While these technologies can deliver personalized, efficient services, they risk diminishing the emotional engagement and empathy that define luxury experiences. This research examines human–robot interaction (HRI) through the Theory of Uniqueness and Social Exchange Theory to explore how technological innovation can coexist with the human touch. Using a mixed-method approach—including surveys, in-depth interviews, and observational studies—this study investigates guest perceptions of uniqueness, value, trust, and emotional connection in robot-assisted versus human interactions. Findings reveal that guests value robotic efficiency but expect emotional warmth from human staff, suggesting that a hybrid service model can optimize both technological and human strengths. The study contributes to consumer research by extending HRI theory into luxury contexts, integrating emotional and experiential dimensions, and offering strategic guidelines for emotionally intelligent robot design.
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