Original scientific paper
https://doi.org/10.20867/thm.32.1.2
An investigation of automation and human interaction to guest loyalty in the advanced technology service marketing of upscale hotels in China
Zhang Xiaowei
Mohd Raziff Jamaluddin
*
* Corresponding author.
Abstract
Purpose—This study examines the influence of the elements of ‘High-Tech’ and ‘HighTouch’ service on visitors’ experience and how different guest characteristics can affect their
satisfaction and loyalty in the hotel service process in China.
Methodology/Design/Approach—To draw broad conclusions on the balance between
automation and human interaction in marketing artificial intelligence services in high-end
hotels in China, it is essential to employ non-probability sampling. In this investigation, the
sample frame will utilize purposive sampling.
The originality of the research – This research demonstrates high originality as it explores a
relatively unexplored topic, particularly in China. This research aims to investigate the factors
of high technology and personalized service and then determine whether both dimension may
enhance customer loyalty among in China. This research significantly influences society,
particularly in guiding hotel managers when making decisions on technology implementation.
Keywords
hotel, artificial intelligence, High-Tech, High Touch, technology, human interaction
Hrčak ID:
345117
URI
Publication date:
4.3.2026.
Visits: 316 *