Original scientific paper

https://doi.org/10.54820/entrenova-2025-0056

Guests' Perception of AI Adoption in the Hospitality Industry

Ana Čuić Tanković orcid.org/0000-0002-4383-684X ; University of Rijeka, Faculty of Tourism and Hospitality Management, Croatia
Marina Perišić Prodan orcid.org/0000-0003-1954-4481 ; University of Rijeka, Faculty of Tourism and Hospitality Management, Croatia
Marija Mesaroš ; Valamar Riviera, Croatia

Abstract

Artificial intelligence has changed the hospitality industry, which relies heavily on human interaction. This paper explores the factors influencing the adoption of artificial intelligence, focusing on technological anxiety, perceived trust, anthropomorphism, perceived intelligence, hedonistic motivation, and objection to AI use. Data were collected from 269 hotel guests through a structured online questionnaire and analyzed using multiple linear regression. The results show that technological anxiety and objection to AI use significantly and negatively affect AI adoption, while perceived trust, perceived intelligence, and hedonistic motivation have significant positive effects. Anthropomorphism was not a significant predictor. These findings underscore the importance of emotional, cognitive, and experiential factors in shaping guest attitudes toward AI services. The paper provides practical recommendations for hotel managers to enhance AI adoption by addressing psychological barriers and promoting trust, intelligence, and enjoyment in AI-based interactions.

Keywords

AI adoption; hospitality; anthropomorphism

Hrčak ID:

344894

URI

https://hrcak.srce.hr/344894

Publication date:

1.12.2025.

Visits: 184 *