By Professor Lisa Wan, School of Hotel and Tourism Management, CUHK Business School
HONG KONG SAR – Media OutReach – 13 September 2023 – Since ancient times, humans have observed astronomical phenomena and dreamed of exploring the worlds beyond ours. When Neil Armstrong first stepped on the moon’s surface on July 20, 1969, he said, “That’s one small step for a man, one giant leap for mankind.” Space exploration has served as an inspiration to humankind. Although space exploration was only limited to professional astronauts in the past, it is no longer a dream for private citizens reaching for the stars themselves anymore.
In addition to space hotel services and food, it would be interesting for space tourism companies to explore how to apply robots to serve tourists in the near future. Robots are usually adopted to help astronauts to investigate and complete dangerous and risky space missions. In fact, robots can also serve in a companion role for human in space.
Since the cost of sending a robot to space is much cheaper than sending a human (e.g., they can be left out in space without returning to earth), it is cost effective to adopt humanoid robots to serve tourists in space hotel. My previous research suggests that, in the hospitality and tourism context, customers in general prefer to interact with humanoid robot than non-humanoid robot, and they are more willing to use friendly-looking service robots (e.g., child-like) when they are looking for suggestions such as menu items to try, specific things to see. However, they prefer to use professional and competent-looking service robots (e.g., adult-like) when seeking instructions related to tax refunds or travel insurance. These research findings on earth provide practical insights for robot adoption in space hotel. For example, space hotel could use child-like humanoid robot to greet guests and increase their satisfaction.
Space tourism remains in its nascent phase, but traveling to outer space may be as easy as taking a flight to Europe in the future. At CUHK Business School, we look forward to exploring the latest development in space tourism, and how hospitality and tourism industry can better seize these emerging opportunities.
Learn more: https://cbk.bschool.cuhk.edu.hk/research-whitepapers/space-tourism-isnt-science-fiction-anymore/
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