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- Title
Tourists' Willingness to Adopt AI in Hospitality—Assumption of Sustainability in Developing Countries.
- 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.
- Abstract
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.
- Subjects
IRAN; DEVELOPING countries; TECHNOLOGICAL innovations; HOSPITALITY; COMPARATIVE method; SUSTAINABILITY; CONSUMER psychology; BRAND communities
- Publication
Sustainability (2071-1050), 2024, Vol 16, Issue 9, p3663
- ISSN
2071-1050
- Publication type
Article
- DOI
10.3390/su16093663