The growing popularity of robot-related research contexts in hospitality and tourism calls for in-depth analysis of how different product/service designs strategies integrating robots may influence customers' experiences. Employing a scenario-based 2 × 2 × 2 experimental research design, this study assesses service robots applied at three different product/service levels (i.e., core, facilitating, and augmented). From surveying 378 customers of mid-priced casual restaurants and 312 tourists of a mid-priced theme park restaurant, findings of the study suggest that using robots at all three product/service levels lead to a more positive educational experience but not entertainment experience. The study further extends the literature by positioning dining at a robotic restaurant as an important occasion to showcase the latest technologies to customers. By providing memorable entertainment and educational experiences, customers’ technology readiness could be enhanced, making them more willing to try new technologies. Such a focus brings in unique contributions both in literature and practice.

与机器人相关的研究背景在酒店和旅游业中的日益普及需要深入分析集成机器人的不同产品/服务设计策略如何影响客户体验。本研究采用基于场景的 2 × 2 × 2 实验研究设计，评估了应用于三个不同产品/服务级别（即核心、促进和增强）的服务机器人。通过调查 378 名中等价位休闲餐厅的顾客和 312 名中等价位主题公园餐厅的游客，研究结果表明，在所有三个产品/服务级别使用机器人会带来更积极的教育体验，但不会带来娱乐体验。该研究通过将在机器人餐厅用餐定位为向客户展示最新技术的重要场合进一步扩展了文献。通过提供令人难忘的娱乐和教育体验，可以提高客户的技术准备程度，使他们更愿意尝试新技术。这种关注在文学和实践中都带来了独特的贡献。