Consumer attitude toward using artificial intelligence (AI) devices in hospitality services

Abstract

PurposeThe study investigates the consumer’s attitude to using artificial intelligence (AI) devices in hospitality service settings considering social influence, hedonic motivation, anthropomorphism, effort expectancy, performance expectancy and emotions.Design/methodology/approachThis study employed a quantitative methodology to collect data from Bangladeshi consumers who utilized AI-enabled technologies in the hospitality sector. A total of 343 data were collected using a purposive sampling method. The SmartPLS 4.0 software was used to determine the constructs' internal consistency, reliability and validity. This study also applied the partial least squares structural equation modeling (PLS-SEM) to test the research model and hypotheses.FindingsThe finding shows that consumer attitude toward AI is influenced by social influence, hedonic motivation, anthropomorphism, performance and effort expectancy and emotions. Specifically, hedonic motivation, social influence and anthropomorphism affect performance and effort expectations, affecting consumer emotion. Moreover, emotions ultimately influenced the perceptions of hotel customers' willingness to use AI devices.Practical implicationsThis study provides a practical understanding of issues when adopting more stringent AI-enabled devices in the hospitality sector. Managers, practitioners and decision-makers will get helpful information discussed in this article.Originality/valueThis study investigates the perceptions of guests' attitudes toward the use of AI devices in hospitality services. This study emphasizes the cultural context of the hospitality industry in Bangladesh, but its findings may be reflected in other areas and regions.