Hospitality 2.0 or the role of innovation in the post-covid hospitality industry BY Pablo Garcia - Director of The Innovation Hub and Senior Lecturer in Innovation and Sustainability, Les Roches . Items that prompted a high level of consensus among the experts were retained (Lichtenstein et al. Journal of Services Marketing, 17(6), 621639. 1999). (If not, please uncheck.). Yoganathan, V., Osburg, V. S., Kunz, W. H., & Toporowski, W. (2021). Shin, H., & Kang, J. https://doi.org/10.1111/j.1365-2729.1988.tb00091.x. 2012; Yang and Jolly 2009) and intention to recommend (e.g. (2019). 2023 Springer Nature Switzerland AG. https://doi.org/10.1016/j.ijresmar.2006.01.005. Enhancing hospitality experience with service robots: The mediating role of rapport building. Post was not sent - check your email addresses! Emerald Publishing Limited. 2020; Casal et al. (2020). Journal of Service Research,21(2), 155-172. When does technology anthropomorphism help alleviate customer dissatisfaction after a service failure?The moderating role of consumer technology self-efficacy and interdependent self-construal. They can also help to enhance the guest experience by providing a more personalized service. Roy, R., & Sarkar, M. B. Hair, J., Black, W., Babin, B., & Anderson, R. (2010). For example, robotic valets can park cars for guests and robotic concierges can provide information about the hotel and its amenities. (2021) suggest that service robots play multiple roles in hospitality service production and delivery. In, Proceedings of the 2019 AAAI/ACM Conference on AI, Ethics, and Society. Knowledge, firm boundaries, and innovation: Mitigating the incumbent's curse during radical technological change. volume31,pages 477492 (2021)Cite this article. Lu, L., Cai, R., & Gursoy, D. (2019). Correspondence to https://doi.org/10.1086/208520. To confirm the dimensional structure of the scales, this study used confirmatory factor analysis and employed the statistical software EQS. IEEE Robotics & Automation Magazine,19(2), 98-100. Geraci, R. M. (2006). In turn, according to previous research on human-robot interaction, affinity refers to a kind of human description of the robot as a friendly or good feeling entity (Maehara and Fujinami 2018). (2011). Spiritual robots: Religion and our scientific view of the natural world. This finding agrees with those of previous research on customers attributions about self-service technology, indicating that the positive influence of service enhancement on loyalty surpass any detrimental perception of cost reduction (Nijssen et al. Abstract Purpose The purpose of this study is to identify the factors that influence the development of service robots, and to apply a service innovation strategic mindset to the hotel. A growing number of firms in hospitality and tourism industries introduce service robots to reduce their operational costs and to provide customers with enhanced services (e.g. Venkatesh, V., & Davis, F. (2000). ), Differentiation between social groups: Studies in the social psychology of intergroup relations. For instance, in the service production process, disinfection robots, which emit UV light to kill viruses and bacteria, were announced to be used in airports and hotels worldwide to ensure a safe and clean environment (Greg, 2020). Avoiding the uncanny valley: robot appearance, personality and consistency of behavior in an attention-seeking home scenario for a robot companion. Journal of Service Research,20(1), 91-99. Journal of Service Management, 27(3), 276298. This finding is particularly relevant in the context of our study, since customers recommendations (e.g. Journal of Hospitality Marketing & Management,29(6), 613-635. Tourism Management,85, 104309. Robots with human features tend to interact with customers following the same rules than human-to-human interactions, that is, performing tasks more closely to the traditional (and costly) service encounter (Tussyadiah and Park 2018). Yoganathan, V., Osburg, V. S., Kunz, W. H., & Toporowski, W. (2021). Choi, S., Liu, S. Q., & Mattila, A. S. (2019). Davis, F. D. (1989). : Effect of robotic chef anthropomorphism on food quality prediction. talk to them, use them to take orders). 2020a) and social influences (e.g. Structural equation model: standardized solution. Journal of Travel Research, 0047287520966395. . In B. Stangl & J. Pesonen (Eds. Complementary, we found that service enhancement attributions are found to be an essential factor determining customers intention to use and recommend robots in hospitality and tourism services. other customers opinion, Belanche et al. 2020]) are particularly helpful to gain customers in the hospitality and tourism industries (Casal et al. Use the Previous and Next buttons to navigate the slides or the slide controller buttons at the end to navigate through each slide. If you are a related technology solution provider and you wish to learn about the opportunity to participate as an underwriter, with benefits that include a turnkey content marketing and lead generation program, please contact Marv Allen at Starfleet Media. Davcik, N. S. (2014). Hu, Y., Min, H., & Su, N. (2021). (2020). Wirtz, J., Patterson, P. G., Kunz, W. H., Gruber, T., Lu, V. N., Paluch, S., & Martins, A. The results have been impressive. 2013). Ho, T. H., Tojib, D., & Tsarenko, Y. greater convenience). Tussyadiah, I. P., Zach, F. J., & Wang, J. Journal of Marketing Research, 23(2), 130143. Asian, Latin-American, Jewish, etc.) Next, respondents answered the questionnaire, including variables measuring their perceptions about and affinity with the robot, their dispositional attributions and behavioral intentions, as well as some basic demographic information. https://doi.org/10.1080/10548408.2015.1125823. The first row of Table 3 shows the goodness-of-fit for the proposed model (M1), which provides the baseline for 2 difference tests of direct effects from perceived human-likeness or affinity to intentions (Bagozzi and Dholakia 2006). Li, H., Milani, S., Krishnamoorthy, V., Lewis, M., & Sycara, K. (2019, January). Deeper understanding of these cultural differences would allow hospitality managers to strategically use different types and/or different features of service robots to maximize consumer satisfaction in automated service encounters. Robot with humanoid hands cooks food better? Yang, K., & Jolly, L. D. (2009). Why did they do it? Christou, P., Simillidou, A., & Stylianou, M. C. (2020). Google Scholar. Lu, L., Zhang, P., & Zhang, T. C. (2021). Enhancing hospitality experience with service robots: The mediating role of rapport building. As a result, consumers show astrongerpreference for robot-staffed (vs. human-staffed) hotels due to safetyconcerns (Kim et al., 2021; Shin & Kang, 2020). Service robots or human staff: How social crowding shapes tourist preferences. The effect of employees clothing appearance on tipping. Spiritual robots: Religion and our scientific view of the natural world. Frontline robots in tourism and hospitality: service enhancement or cost reduction? The global market for hotel robots is expected to grow from $79 million in 2020 to $338 million by 2025, at a compound annual growth rate (CAGR) of 32.8%, according to a report by MarketsandMarkets. Indeed, to achieve a successful introduction, not only companies but also customers need to be ready and willing to accept such innovation (Ivanov and Webster 2018). All Rights Reserved. The power of head tilts: Gender and cultural differences of perceived human vs human-like robot smile in service. Kim, S. S., Kim, J., Badu-Baiden, F., Giroux, M., & Choi, Y. Qiu, H., Li, M., Shu, B., & Bai, B. Lin, H., Chi, O. H., & Gursoy, D. (2020). Brave new world: service robots in the frontline. Tourists Attitudes toward the Use of Artificially Intelligent (AI) Devices in Tourism Service Delivery: Moderating Role of Service Value Seeking. Conclusion Abstract Purpose This research discusses the role of service robots in gastronomic and dining experiences in a post-coronavirus disease (COVID) world. International Journal of Social Robotics, 1(4), 319. https://doi.org/10.1007/s12369-009-0030-6. Journal of Marketing Research, 18, 3950. A. (1990). Ivanov, S., Gretzel, U., Berezina, K., Sigala, M., & Webster, C. (2019). The use of robots can lead to improvements in speed, cost efficiency, and even accuracy. Exploring customer experiences with robotics in hospitality. Emotion and sociable humanoid robots. Despite its importance, cross-cultural perspectives in service robotics have not yet been developed in the hospitality literature. Finally, consumers intentions are also related, as intention to use robots in hospitality services positively affects the intention to recommend them (=0.786, p<0.01), supporting H10. Impacts of the COVID-19 pandemic. https://digitalcommons.kennesaw.edu/ama_proceedings/2016/PROSLS-SLSMGT-T13/3/ Accessed June 12, 2020. A., & Weitz, B. robots human-likeness, affinity) on customers loyalty intentions (i.e. International Journal of Hospitality Management,82, 32-38. Qiu, H., Li, M., Shu, B., & Bai, B. During Covid-19, Chinese consumers indicate stronger preference for robot-staffed hotels over human-staffed hotels than their American counterparts. Journal of Travel & Tourism Marketing, 33(9), 13371347. Tinwell, A., Grimshaw, M., Nabi, D. A., & Williams, A. On seeing human: a three-factor theory of anthropomorphism. Due to the coronavirus disease (COVID-19) pandemic, there is an increasing number of publications on robotic applications in hospitality and tourism. Following previous research on customers attributions toward self-service technology introduction (Nijssen et al. 190203). Effects of Restaurant Satisfaction and Knowledge Sharing Motivation on eWOM Intentions. Gray, K., & Wegner, D. M. (2012). In addition, considering the relevance of customers recommendations for hospitality and tourism industries (Stienmetz et al. 2004, p. 397). The scenario realism was checked with two questions borrowed from Belanche et al. Final measures can be seen in appendix Table 4. https://doi.org/10.1108/08876040910933057. Implications for managers and customers are also provided with the aim of guiding future decisions about robot introduction in hospitality and tourism services. https://doi.org/10.1108/IMDS-08-2018-0368. Similarly, perceived affinity exerts significant indirect effects on (1) intention to use (0.301, p<0.01) and (2) intention to recommend (0.285, p<0.01). Reducing perceived health risk to attract hotel customers in the COVID-19 pandemic era: Focused on technology innovation for social distancing and cleanliness. Journal of Consumer Research, 44(2), 414431. Journal of Hospitality Marketing & Management,29(1), 22-38. 2008). Culturally variable preferences for robot design and use in South Korea, Turkey, and the United States. Riek, L. D., Rabinowitch, T. C., Chakrabarti, B., & Robinson, P. (2009). Culturally variable preferences for robot design and use in South Korea, Turkey, and the United States. Journal of Consumer Research, 12, 341352. https://doi.org/10.2307/3250921. Reducing perceived health risk to attract hotel customers in the COVID-19 pandemic era: Focused on technology innovation for social distancing and cleanliness. : Effect of robotic chef anthropomorphism on food quality prediction. 2017). Strategic Management Journal, 25(4), 397404. InProceedings of the 2019 AAAI/ACM Conference on AI, Ethics, and Society(pp. Ahearne, M., Gruen, T. W., & Jarvis, C. B. Information Research, 17(39), 531. http://InformationR.net/ir/17-3/paper531.html. Book Guests can also use the robots to request housekeeping services or recycle unwanted items. That is, hospitality managers should be more cautious in implementing (extremely) human-like service robots, particularly when they are taking care of tasks with frequent interactions with customers. Slider with three articles shown per slide. Nevertheless, customers support for this innovation is crucial to guarantee their success in the medium and long terms. Robots are friends as well as foes: Ambivalent attitudes toward mindful and mindless AI robots in the United States and China. MIS Quarterly, 25(3), 351370. Research: 56% of Hospitality IT Leaders Cite Cybersecurity As a Top Business Concern, 5 Reasons Why Hotel Employee Safety Devices are a Must-Have Budget Item, Hotel Technology News - Weekly Dispatch 2019), our study confirmed that customers considering that the firm introduces the innovation to improve the service provision to its customers (e.g. 2016; Selviaridis 2016) and suggests that, contrary to previous technology lacking social features, service robots have the possibility of engaging customers at the social level (van Doorn et al. (2017). Focusing on cost reduction attributions, our findings reveal that these thoughts are not particularly detrimental but that they reduce customers intention to use service robots to some extent. Robots are being implemented in many frontline services, from waiter robots in restaurants to robotic concierges in hotels. In this regard, our research extends previous findings on customers attributions about service technologies (Nijssen et al. When employed in hospitality, they also increase the service performance by improving the service consistency, providing more reliable information and minimizing errors in the service provision (Lu et al. Electronic Markets, 25(3), 179188. https://doi.org/10.1007/s12525-020-00432-5. Chatbot Adoption in Tourism Services: A Conceptual Exploration. - Experience Magazine, In South Korea, robots are on the job. https://doi.org/10.1080/19368623.2019.1645073. 2020a]). Accessed June 12, 2020. Broadbent, E. (2017). The measures were adapted from previous scales assessing perceived human-likeness and affinity (e.g. Guests have responded positively to the convenience of having access to room service around the clock, and the hotel has reported significant reductions in labor costs. Journal of Personality and Social Psychology, 86(4), 530544. LISREL 8: New Statistical Features. 2010). https://doi.org/10.1002/smj.385. https://doi.org/10.1037/0022-3514.50.1.212. Mori, M., MacDorman, K. F., & Kageki, N. (2012). Recently, there has been some discussion on the adoption of such technologies and their impact on hotels' operational costs as well as the quality of service to customers. Dang, J., & Liu, L. (2021). Lee, J. J., Kim, D. W., & Kang, B. Y. It will allow hospitality researchers and practitioners to better under-stand how service robots are transforming service encoun-ters. Due to its efficiency and expansion in many service sectors, managers in hospitality and tourism industries are starting to consider the possibility of introducing service robots in their establishments. Tourists Attitudes toward the Use of Artificially Intelligent (AI) Devices in Tourism Service Delivery: Moderating Role of Service Value Seeking. Impacts of the COVID-19 pandemic. Finally, regarding discriminant validity, Table 1 shows that each construct shared more variance with its own measures than with the other constructs in the model (Fornell and Larcker 1981); that is, for each construct, the square root of the AVE is greater than correlations among constructs. Artificial intelligence in service. 2005, p. 106). Bitner, M. J., Ostrom, A. L., & Meuter, M. L. (2002). However, hospitality managers should be more cautious in implementing (extremely) human-like service robots, particularly when they are taking care of tasks with frequent customer interactions. (2020). Huang, M. H., & Rust, R. T. (2018). 2017; Ivanov 2019; Ivanov et al. International Journal of Contemporary Hospitality Management, 33(1), 224-242. International Journal of Contemporary Hospitality Management, 24(2), 200223. Yes and no Opinion / Technology By Chris Connar - Angie Hospitality | March 19, 2021 Are robots taking jobs and completely flipping the hospitality industry? (2000). : Effect of robotic chef anthropomorphism on food quality prediction. Thus, when a service failure occurs, consumers are less likely to accept a service robots apology than a human staff members apology (Hu et al., 2021). From check-in to checkout, robots are playing an increasingly important role in the hospitality industry. Previous research on hospitality an tourism also indicate that customers own psychological processes (especially when making inferences about the positive and negative aspects of a service) play a central role in the customer-provider relationship (Choi and Cai 2016). 2016). Gordon, R. M. (1986). International Journal of Hospitality Management,94, 102876. https://doi.org/10.1016/j.ijhcs.2005.04.013. https://doi.org/10.1007/978-3-642-04898-2_395. Annals of Tourism Research,81, 102886. Oxford: UK. Finally, our research discusses the principal conclusions and findings derived from the results of our study. Gronroos, C. (1984). The food service industry has changed drastically over the years due to the use of robotics and other technologies, including Artificial Intelligence (AI). Moreover, some research shows that human-like appearances of service robots result in feelings of discomfort, thereby making the consumer feel reluctant to interact with the robot (Shin & Jeong, 2020; Yu, 2020). Robots or frontline employees? 2020a). Alternatively, to overcome the limited social and emotional capacity of robots, human staff and service robots can collaborate so that service robots do the mechanical and analytical work, and human staff deal with emotional tasks. Mayer, K. J., Bowen, J. T., & Moulton, M. R. (2003). Journal of Service Research,21(2), 155-172. Journal of Marketing Research, 55(1), 6979. Management Science, 46, 186204. Progress on robotics in hospitality and tourism: a review of the literature. The Service Industries Journal, 34, 203225. Rvpg media, Robots are coming to inns, however how lengthy will they keep? How customers self-service technology introduction attributions affect the customer-provider relationship. Emotion and sociable humanoid robots. The history of robots in the hospitality industry dates back to the early 2000s when the worlds first robotic concierge was introduced at the Aloft Hotel in Cupertino, California. However, most of the existing research about frontline robots is theoretical (e.g. Robots can help to improve operational efficiency by automating tasks that are typically done manually. Journal of Hospitality Marketing & Management, 29(3), 247268. Mechanical intelligence relates to standardized and transactional tasks, which require a minimal level of learning (e.g., YO2D2, a room service robot, atYotelBoston). Journal of Services Marketing, 23(1), 1123. The original term in Japanese shinwa-kan was initially translated as familiarity (Mori 1970), but latter research concluded that the terms affinity or likeability are more appropriate than familiarity to describe this concept (Rosenthal-von der Pthen and Krmer, 2014). Nijssen et al. To shed some light on this emerging but underdeveloped field of research, we propose a research framework that help better understand customers decision to use and recommend service robots. Ivanov, S., & Webster, C. (2019). Wan, L. C., Chan, E. K., & Luo, X. Antecedents of customers acceptance of artificially intelligent robotic device use in hospitality services. Otterbring, T., Ringler, C., Sirianni, N. J., & Gustafsson, A. Second, Western cultures tend to be more analytic, whereas East Asian cultures tend to be more holistic in their cognitive systems (Nisbett et al., 2001). 2016). (2018). Technology-based initiatives are routinely incorporated in most companies marketing strategies, but sometimes customers perceive them as unacceptable or harmful (Fullerton et al. Davis, F. D. (1989). (2018). International Journal of Contemporary Hospitality Management,30(7), 2680-2697. Second, regarding the influence of these two variables on customers attributions of service enhancement (=0,038, p>0.1) and cost reduction (=0,038, p>0.1) are not affected by human-likeness. (2021). We also contribute to the literature on customers attributions in relation to firms motivations for the introduction of service robots. 2009). Therefore, interacting with human-like robots may arouse more cognitive discomfort and ambivalent attitudes for Westerners than for East Asians (Dang & Liu, 2021). https://doi.org/10.1509/jmkg.69.2.61.60759. Zhu and Chang (2019) found that people expect food quality to be better when they anthropomorphize robotic chefs. This could be attributed to more reliance on interpersonal cues in decision-making for collectivists. The role of moderating factors in user technology acceptance. Electronic Markets, 30(1), 99106. https://ifr.org/free-downloads/. Underwriting partners have not yet been announced. Journal of Marketing, 54(1), 7184. A theoretical extension of the technology acceptance model: four longitudinal field studies. Broadbent, E. (2017). 17-24). Analytic cognition is characterized by rules-based categorization of objects and the use of formal logic in reasoning. Kelley, H. H. (1973). Jacob, C., & Guguen, N. (2014). International Journal of Contemporary Hospitality Management, 32(11), 3665-3683. Service robots are becoming more and more popular in the hospitality industry. 105121). Rosenthal-von der Ptten and Krmer 2014). For instance, robots and other smart devices are introduced in hotels to substitute guest-employees interactions frequently described as costly, fallible and time-consuming (Kabadayi et al. Spiritual robots: Religion and our scientific view of the natural world. In this line, the uncanny valley theory (Mori 1970) proposes that individuals assess a robotic entity by focusing on two key features: their perception of robots human-likeness and their feelings of affinity with the robot. https://doi.org/10.1108/SJME-09-2018-0041. In addition, considering the existing knowledge on customers perceptions about service robots, our research model argues that robot human-likeness increases customers affinity with the automated agent (Mourey et al. Multifaceted trust in tourism service robots. Journal of Hospitality Marketing & Management,29(5), 530-549. Psychological Review,108(2), 291-310. Wan, L. C., Chan, E. K., & Luo, X. Robots have been employed across different sectors of the hospitality and tourism industry, including hotels, restaurants, events, attractions, travel, car rental, and airports (Collins et al. Shi, S., Gong, Y., & Gursoy, D. (2020). (2016). Mind & Language, 1(2), 158171. Therefore, we propose that: Perceived affinity of robots in hospitality services has a positive effect on service enhancement attribution. https://doi.org/10.1108/JHTT-08-2018-0087. Distinguishing coupon proneness from value consciousness: an acquisitiontransaction utility theory perspective. https://doi.org/10.1002/smj.2357. In2014 9th ACM/IEEE International Conference on Human-Robot Interaction (HRI)(pp. Journal of Business Research, 62(7), 706712. https://doi.org/10.1016/j.jretconser.2009.08.005. https://doi.org/10.1108/TR-07-2018-0097. https://doi.org/10.1016/j.jbusres.2007.04.014. Journal of Service Management,29(5), 907-931. Since then, the list of hotel robot solution providers, now dominated by companies like Relay Robotics, KEENON Robotics, Pudu Robotics, RichTech Robots and Bear Robotics, has grown exponentially as has the use of robots in hotels around the world. China). https://doi.org/10.1016/j.tourman.2010.04.007. The market size for service robots in the healthcare and hospitality sectors is projected to grow by 942 million USD during 2020-2024 (Technavio, 2020). Most of the service robots are designed to replace a human equivalent job (Belanche et al. (2020). Literature describing service encounters have found that employees attractiveness and likeability increases customers favorable perceptions in terms of aspects such as expertise and trustworthiness (Ahearne et al. Journal of Marketing Research, 29(November), 440452. In particular, we hypothesize that customers attributions of service enhancement motivation by the firm are interpreted as a relational investment (Nijssen et al. (2016), customers dispositional attributions about the service provider motivations to introduce a technology focuses on service enhancement and cost reduction reasons, having positive and negative consequences for the customer-provider relationship respectively. Choosing among alternative service delivery modes: An investigation of customer trial of self-service technologies. (2020). When implementing service robots, particularly customer-contact robots, companies should first consider the key factors that influence consumers adoption/acceptance of the new technology. https://doi.org/10.1093/jcr/ucx038. Chicago, IL: Scientific Software International. In this case, the additional effect, even small, is significant (0.077; p<0.01) as well as the 2 difference (2(1)=9.451; p<0.01). Some people may view robots as a threat to jobs. ), Handbook of individual differences in social behavior (pp. Davis, F. D. (1989). 2017), being customers affinity with the robot the key factor to shape their psychological reactions towards this innovation. Computers in Human Behavior,115, 106612. (2019), How realistic is the scenario? (from 1- not at all realistic, to 7 very realistic) and To what extent do you consider that the scenario is believable? A hotel in Japan, Henn-na, uses robots for various positions such as the receptionists, the porter who brings the . A post-hoc analysis assessed the direct influence of human-likeness and perceived affinity on customers intentions to use robots in hospitality services and to recommend them. Selviaridis, K. (2016). May 6, 2020 Source: University of Surrey Summary: A new research study, investigating how service robots in hotels could help redefine leadership and boost the hospitality industry, has taken. https://doi.org/10.1145/1514095.1514158. 136). For instance, the introduction of a new distribution system is often perceived as motivated by increased convenience but also as an opportunistic and unfair allocation of gains by the service provider (Selviaridis 2016). International Journal of Human-Computer Studies. Illum, S. F., Ivanov, S. H., & Liang, Y. The results have been impressive. https://doi.org/10.1108/APJML-09-2016-0179. Journal of Marketing, 54(2), 6982. That is, companies in the hospitality and tourism industries should make an effort to show that the introduction of service robots is not detrimental but positive for the customer experience. Academy of Management Executive, 16(4), 96108. Prior literature on service innovation identified that companies introduce technology mainly as an instrument to improve the service or to reduce the cost of the service provision (Bitner et al. 2017). 2019). The role of social influence on adoption of high tech innovations: The moderating effect of public/private consumption. 2020), and that both factors increase customers service enhancement attributions and reduce cost cutting attributions, as explained in our literature review section. Aggarwal, P., & McGill, A. L. (2007). 2016; Belanche et al. 2000; Ukpabi et al. https://www.hospitalityandcateringnews.com/2019/09/robot-waiters-happening-now-coming-restaurant-near-soon/. Moreover, consumers show a stronger preference of adopting service robots when they have a strong motivation of social withdrawal, such as when there is a threat of contagious disease and when the area is too crowded with other people (Hou, Zhang, & Li, 2021; Kim et al., 2021). Choi, Y., Choi, M., Oh, M., & Kim, S. (2020). The spread ofCovid-19has boosted implementation of service robots in the hospitality industry as more consumers become more sensitive to risk of infectious disease from interpersonal interactions. To develop the Web survey and make the most of this method, the study followed recommendations by Illum et al. The Value of Service Robots from the Hotel Guests Perspective: A Mixed-Method Approach. 1. An assessment of the use of structural equation modeling in strategic management research. Worldwide Hospitality and Tourism Themes, 10(6), 726-733. The challenges and obstacles related to robots in hotels are also many. 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