The travel and tourism industry is one of the world's largest industries, with a global economic contribution of over 7.6 trillion US dollars in 2016 (Statista 2019). Tourism is also one of the most important components of a country's economy. According to the United Nations World Tourism Organization (UNWTO) (2019), tourism contributes to economic growth and development globally, for both emerging and advanced economies: the Asia Pacific region recorded the highest growth in arrivals for 2018, closely followed by Africa.More specifically, China and Thailand are among the top ten destinations, by international tourist arrivals in 2018 (UNWTO 2019), and Asia was the fastestgrowing region in 2018 (UNWTO 2019). The use of automated and robotic systems in hospitality, in order to cater for guests' needs, provides an option especially in the Asia Pacific, given that Japanese and Chinese companies have developed innovative systems because (a) they have government support. Taiwan (Huang and Intarakumnerd 2019) and Vietnam have been reported as among the countries with the highest total early-stage entrepreneurial activity (Vuong et al. 2019); (b) cheap raw materials and the focus on domestic tasks, which brings great profits for companies that manufacture such products (Ferraz 2020; Service Robotics Market 2020), and thus, aim for the excellence of services (Chon 2019).Definitions in regard to human machine interface and hotel robots are provided in limited studies (Ivanov and Webster 2019a; Tussyadiah 2020) since robots in the hotel industry is an emergent phenomenon; boundaries are still blurred on those high tech services that hospitality may employ. For example, intelligent agents can be used to accomplish work for its users and incorporate software or hardware (Liang