Innovation in Gastronomic Tourism: Impact of Robotic Services on Sustainable Customer Experiences

ABSTRACT This study examines the factors influencing customer experiences and behavioral intentions in robotic hospitality settings in Korean gastronomic tourism. Drawing on technology acceptance theory and the service innovation framework, we investigate how perceived robot performance, human‐robot interaction quality, service environment innovativeness, and perceived sustainability affect experiential value (EV) and customer outcomes through technology trust. Using structural equation modeling, we analyze survey data from 488 Korean consumers with recent robotic restaurant experiences. We find that perceived robot performance and service environment innovativeness significantly influence EV, while human‐robot interaction quality and perceived sustainability show no significant effects. Technology trust mediates the relationship between EV and behavioral intentions, while technology readiness moderates the relationship between service environment innovativeness and EV. These results challenge conventional assumptions regarding robotic services, revealing that customers prioritize functional performance and innovative environments over social interaction quality and offering hospitality managers implementing robotic technologies strategic guidance.