الأربعاء , أبريل 17 2024

Artificial Intelligence Adoption Factors and Service Quality in International Hotels Operating in Beirut-Lebanon

This paper appraises the influence of artificial intelligence AI adoption factors on service quality. Its objective is to classify AI adoption factors following their significance level on the service quality of international hotels in Beirut-Lebanon. The Beirut area was selected due to its international reputation for hosting five-star hotels. The questionnaire was used as a quantitative tool. This tool was distributed to hotel guests on-premises using convenience sampling. 492 valid questionnaires constituted the sample collected from 4 hotels. Results confirmed that perceived trust and usefulness formed a fit model and constituted two critical adoption factors of AI in the hospitality industry. These two dimensions have the highest influence on service quality. The one-way ANOVA has verified the direct influence of interactivity and customization as AI adoption factors except for the ease of use. Hence, hotels should simplify the AI applications to leverage service quality since guests did not perceive any ease of use in hotels’ artificial intelligence applications.

Keywords: Artificial Intelligence, Adoption Factors, Service Quality, Perceived Trust, Perceived Usefulness.

Ahmad AL-TANBOUR, Jinan University – LEBANON

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