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June 20, 2026Journal of Hospitality & Tourism Research

EXPRESS: High-Tech or High-Touch? Effects of Tourism Service Mode on Tourists' Pro-Environmental Behavior

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Authors

HSHuimin SongNZNing ZhongDFDaisy X.F. Fan

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Overview

Experimental studies show service mode impacts pro-environmental behavior in tourists, suggesting effective tourism service designs.

Key Points

  • This study investigates how different service modes, robots versus humans, affect tourists' pro-environmental behavior through mediating factors.
  • Conducted four experimental studies comparing the effects of robot and human services on pro-environmental behavior.
  • Examined dual mediating mechanisms of social distance and personal norms, moderated by interaction type and destination support.
  • Utilized Social Exchange Theory and Norm Activation Theory as frameworks for analysis.
  • Human services enhance pro-environmental behavior more than robot services by reducing social distance (p<0.05).
  • Relationship-oriented interactions significantly increase the impact of service mode on social distance, favoring human services.
  • Emotional support from human services strengthens personal norms related to sustainability compared to robotic services.

Cite This Study

Song et al. (2026) studied this question.

synapsesocial.com/papers/6a3632fcdb0793dc1a53965fhttps://doi.org/10.1177/10963480261463297
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