A service robot for guiding and describing a displayed vehicle and a method for operating the robot, may include a projector for projecting visual information related to a target vehicle; monitoring means for monitoring a state of a user; and a controller configured to: suggest, to the user, presentation of visual information in conjunction with a guide description of the target vehicle; determine, via the monitoring means, whether the user has accepted the suggestion; and upon determination that the user has accepted the suggestion, present the visual information via the projector.