The Power of Human Touch in Elevating High-Tech Tourism for Authentic Experiences and Revisit Intentions

Abstract

The adoption of robotic technology in tourism is still very limited. However, this serves as a foundation for integrating robotics based on considerations of human touch and authentic tourism experiences. The presence of human elements in the tourism experience remains crucial. This research examines the impact of robotic in-service encounters on the intention to return, moderated by human touch in Bali. Through a mixed-method explanatory sequential design approach and customer surveys, this study highlights that aspects such as warmth, certainty, attention, and humanly customized content in technology-based high-tech tourism services can moderate positive effects on customer satisfaction and the intention to return. Managerial implications and directions for future research are also discussed to enhance the development of high-tech tourism focusing on authentic experiences and engagement with human touch in service encounters.