Employee Acceptance of Use of Artificial Intelligence in Hospitality Services: An South Indian Hotels Perspective
The role and effects of Artificial Intelligence (AI) are being vastly explored in various areas. This research is covering the various features of AI, and also the effect of AI on hotel operations because of emerging technologies, especially in the hospitality industrypresently most organizations are using AI in their respective areas in order to increase the output of the organization and also to manage their customers and employees. The aim of this research paper is to study employees’ willingness to adopt AI-enabled technologies in the hospitality sector and also to find out its rate of adoption. For this purpose, data on the constructs that captured primary appraisal (i.e., social influence, hedonic motivation, and anthropomorphism), secondary appraisal (i.e., performance and effort expectancy), emotion, willingness to use AI devices, and objection to use AI devices were captured from 50 employees from 10 luxury hotels spread across the southern part of India. Findings that emerge from this study validate the fact that employees do go through three stages of the decision-making process before they demonstrate their proclivity to use AI devices or exhibit objection to using AI devices. In particular, the study found that both performance and effort expectancy influenced employee emotion which, in its turn, exercised its effect on the construct of willingness to use AI devices and objection to use AI devices among hotel employees. Accordingly, drawing from the findings of this study, implications for practitioners, decision-makers, and academic researchers are discussed in the article.
Keywords - Artificial Intelligence (AI), Hospitality, India, Artificially Intelligent Device Use Acceptance (AIDUA) Model, Technology Acceptance