The Adoption of Artificial Intelligence in Serbian Hospitality: A Potential Path to Sustainable Practice

Tamara Gajić (), Dragan Vukolić, Jovan Bugarčić, Filip Đoković, Ana Spasojević, Snežana Knežević, Jelena Đorđević Boljanović, Slobodan Glišić, Stefana Matović and Lóránt Dénes Dávid
Additional contact information
Tamara Gajić: Geographical Institute “Jovan Cvijić” SASA, 11000 Belgrade, Serbia
Dragan Vukolić: Faculty of Hotel Management and Tourism, University of Kragujevac, 36210 Vrnjačka Banja, Serbia
Jovan Bugarčić: Faculty of Hotel Management and Tourism, University of Kragujevac, 36210 Vrnjačka Banja, Serbia
Filip Đoković: Faculty of Organizational Studies—EDUKA, 11000 Belgrade, Serbia
Ana Spasojević: Department for International Cooperation, University of Kragujevac, 34000 Kragujevac, Serbia
Snežana Knežević: Department of Medical Studies, Academy of Applied Technical Studies Belgrade, 11000 Belgrade, Serbia
Jelena Đorđević Boljanović: Faculty of Organizational Studies—EDUKA, 11000 Belgrade, Serbia
Slobodan Glišić: Academy of Professional Studies South Serbia, 16000 Leskovac, Serbia
Stefana Matović: Geographical Institute “Jovan Cvijić” SASA, 11000 Belgrade, Serbia
Lóránt Dénes Dávid: Department of Tourism and Hospitality, Faculty of Economics and Business, John von Neumann University, HU-6000 Kecskemét, Hungary

Sustainability, 2024, vol. 16, issue 8, 1-26

Abstract: This study investigates the perceptions of employees in the hotel industry of the Republic of Serbia regarding the acceptance and importance of artificial intelligence (AI). Through a modified UTAUT model and the application of structural equation analysis (SEM), we investigated the key factors shaping AI acceptance. Research results show that behavioral intention and habit show a significant positive impact on AI usage behavior, while facilitating conditions have a limited but measurable impact on behavioral intention. Other factors, including social influence, hedonic motivation, performance expectancy, and effort expectancy, have minimal influence on the examined variables. The analysis reveals the crucial mediating role of behavioral intention, effectively bridging the gap between various predictors and AI usage behavior, thereby highlighting its significance in the broader context of technology adoption in the hotel industry. The primary goal of the study, which closes significant research gaps, as well as the manner in which it uses a specific model and statistical analysis to accomplish this goal, shows how innovative the work is. This method not only broadens the field’s understanding but also offers valuable insights for shaping sustainable development practices in the hospitality sector in the Republic of Serbia.

Keywords: artificial intelligence; employee attitudes; sustainability; hotel industry; Republic of Serbia (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2024
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
https://www.mdpi.com/2071-1050/16/8/3172/pdf (application/pdf)
https://www.mdpi.com/2071-1050/16/8/3172/ (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:gam:jsusta:v:16:y:2024:i:8:p:3172-:d:1373312

Access Statistics for this article

Sustainability is currently edited by Ms. Alexandra Wu

More articles in Sustainability from MDPI
Bibliographic data for series maintained by MDPI Indexing Manager ().