ABSTRACT This study draws on Protection Motivation Theory (PMT) to examine hotel managers' views on the increasing integration of service robots and to investigate whether these technologies are perceived as a threat by hotel managers. A qualitative design was implemented at the local level. The study focused on managers working in four‐ and five‐star business and vacation hotels in Denizli, Türkiye, with a sample comprising 18 participants from these establishments. Data were gathered through a stimulus‐based interview method, in which participants viewed a video showcasing a hotel utilizing service robots. Following the screening, they were invited to share their perspectives on robotic implementation in hotel settings. By capturing both supportive and critical viewpoints, the study offers meaningful insights for the literature on service automation and the application of PMT in understanding managerial threat appraisals and coping evaluations.
Mutlu‐Öztürk et al. (Sun,) studied this question.