Examining Employees’ Attitudes towards the Use of Artificially Intelligent Systems in Luxury Hotels

Document Type : Original Article

Authors

1 Al-baqa Applied University

2 Department of Tourism Management, Ajloun College, Al-Balqa Applied University, Jordan

3 Al-balqa Applied University

4 Tourism Management Department, Ajloun College, Al-Balqa Applied University, Jordan

Abstract

Although employees experience erosion of their professional expertise due to artificial intelligence technology, they often exhibit significant levels of anxiety, leading to the formation of behavioral intentions. Nevertheless, the use of artificial intelligence in the tourism industry is currently at an early stage when compared to other industries like banking and healthcare. Therefore, it is essential for governments and enterprises to develop comprehensive regulations and plans pertaining to artificial intelligence in order to maintain a competitive edge in the tourism industry. The objective of this research was to get insights into the determinants influencing the probability of employees acceptance of artificial intelligence use in luxury hotels. The technique and method used in this study were as follows: This study aims to develop a theoretical framework and formulate hypotheses. Data will be collected by voluntary sampling using questionnaires. A two-step strategy will be used to assess the proposed model.The findings of this research show that perceived organisational support, social influence, perceived functional benefits, perceived strategic advantages, and perceived usefulness have a direct impact on the intention to use. Initially, it is important to note that hotel personnel have ambivalent views towards artificial intelligence. Furthermore, it is essential for luxury hotel managers to recognise the significance of perceived organisational support as a crucial aspect.

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