Tourists’ Willingness to Adopt AI in Hospitality—Assumption of Sustainability in Developing Countries

This study explores the impact of artificial intelligence (AI) on customer perceptions and behavior in restaurants, airline companies, and hotel sectors within the hospitality industry of Iran. The primary objective is to analyze how AI affects customer trust, brand engagement, electronic word-of-mo...

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Bibliographic Details
Published in:Sustainability 2024-05, Vol.16 (9), p.3663
Main Authors: Gajić, Tamara, Ranjbaran, Alireza, Vukolić, Dragan, Bugarčić, Jovan, Spasojević, Ana, Đorđević Boljanović, Jelena, Vujačić, Duško, Mandarić, Marija, Kostić, Marija, Sekulić, Dejan, Bugarčić, Marina, Drašković, Bojana D, Rakić, Sandra R
Format: Article
Language:English
Subjects:
Artificial intelligence
Computational linguistics
Consumer behavior
Developing countries
Environmental sustainability
Hospitality industry
Hotels & motels
Language processing
LDCs
Natural language interfaces
Sustainability
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Summary:This study explores the impact of artificial intelligence (AI) on customer perceptions and behavior in restaurants, airline companies, and hotel sectors within the hospitality industry of Iran. The primary objective is to analyze how AI affects customer trust, brand engagement, electronic word-of-mouth (eWOM), and tourists’ readiness to use AI technologies. Using a comparative analysis approach and surveys, this research tests hypotheses about the effects of artificial intelligence on various dimensions of customer interaction. The findings highlight significant relationships between the quality of artificial intelligence and customer engagement metrics, such as trust and brand loyalty, which are crucial for understanding and predicting customer behavior in response to technological advancements. This study lays the groundwork for theoretical assumptions about sustainability in these sectors in developing countries, providing a basis for future empirical research that could validate these assumptions and explore broader implications of AI integration in enhancing sustainable practices within the hospitality industry.
ISSN:2071-1050
2071-1050
DOI:10.3390/su16093663