THE IMPACT OF ARTIFICIAL INTELLIGENCE (AI) ON GUEST SATISFACTION IN HOTEL MANAGEMENT: AN EMPIRICAL STUDY OF LUXURY HOTELS

Abstract

This study examines the impact of artificial intelligence (AI) (Personalized Guest Experience, Chatbots and Virtual Assistants, Revenue Management, Operational Efficiency, Fraud Detection and Security, Predictive Maintenance) on guest satisfaction in luxury hotels from perspective of managers. A quantitative methodology was employed through adopting questionnaire that was self-administered by (89) managers within luxury five stars hotels in Amman – Jordan. SPSS was used to tackle the primary data, results of study was able to accepted study hypotheses arguing that artificial intelligence has the ability to increase guest satisfaction in luxury hotels. Results indicated that AI in hospitality industry has the ability to revolutionize the concept of guest satisfaction through easing the process of services and increase their loyalty as well. Study indicated that the highest agreement was for chatbots and virtual assistants in influence. However, it argued that while AI has the potential to significantly enhance guest satisfaction in luxury hotels, it is essential to balance the use of AI with human interaction. Many guests still value the personal touch and human connection that comes with traditional hospitality. Therefore, it is important for hotels to ensure that AI is used to enhance, rather than replace, human interaction with guests. Study recommended that hotels should be focused on providing personalized experiences, streamlining operations, and enhancing convenience and comfort in order to increase guest satisfaction. Further recommendations were presented in the study. Significance of study lies in the fact that examining the impact of AI in increasing guest satisfaction in luxury hotel play a role in increasing competitive advantage, help luxury hotels save costs by automating tasks and reducing the need for human labor and stay ahead of the curve and embrace new technologies such as AI. Originality of study is in the fact that it help in developing new theories and frameworks for understanding the complex relationship between technology and guest satisfaction in the hospitality industry.