The Impact of Artificial Intelligence on Enhancing Guest Experience of Hotel Industry in Kuala Lumpur, Malaysia
DOI:
https://doi.org/10.70715/jitcai.2025.v2.i2.019Keywords:
Artificial Intelligence, Perceived Usefulness, Perceived Ease of Use, Attitude Towards Using Artificial Intelligence, Guest Satisfaction, Hospitality IndustryAbstract
Utilizing the Technology Acceptance Model (TAM) as its theoretical backbone, this research examines AI integration into hotel guest experiences of Kuala Lumpur. The study explores relationships between PU, PEOU, Attitude Toward Using AI, and Guest Satisfaction (GUSA), investigating AUAI as a mediator and examining the moderating role of guest age, previous AI experience and trip purpose. Through the empirical survey of 630 hotel customers and analyzing the data with structure equation model (SEM), this study finds that PUSE and PEUS have significant impacts on AUAI and thus indirectly affect GUSA; meanwhile, PUSE and PEUS are directly influencing customer satisfaction simultaneously so that there are parallel direct and indirect effects. Adding to the TAM-strain in hospitality research, this result places post-adoption satisfaction as a primary outcome. Disparities between demographic and experience segments imply specificity in implementing AI. The findings have broader implications in both theoretical and practical ways: theoretically, it furthers the understanding of AI adoption within services context by incorporating technology acceptance with satisfaction outcomes; practically, it provides hoteliers and developers of AI technologies with practical steps toward creating solutions that are useful, easy to use, and constructs favorable guest attitudes insights valuable for strategically fast growing urban destinations such as Kuala Lumpur.
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