Tourists’ Willingness to Adopt AI in Hospitality—Assumption of Sustainability in Developing Countries

Tamara Gajić (), Alireza Ranjbaran, Dragan Vukolić, Jovan Bugarčić, Ana Spasojević, Jelena Đorđević Boljanović, Duško Vujačić, Marija Mandarić, Marija Kostić, Dejan Sekulić, Marina Bugarčić, Bojana D. Drašković and Sandra R. Rakić
Additional contact information
Tamara Gajić: Geographical Institute “Jovan Cvijić”, Serbian Academy of Sciences and Arts, 11000 Belgrade, Serbia
Alireza Ranjbaran: Faculty of Management, University of Tehran, Tehran 1411713114, Iran
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
Ana Spasojević: Faculty of Economics, University of Kragujevac, 34000 Kragujevac, Serbia
Jelena Đorđević Boljanović: Faculty of Organizational Studies EDUKA, University Business Academy, 11000 Belgrade, Serbia
Duško Vujačić: Faculty of Tourism and Hospitality, University of Montenegro, 85330 Kotor, Montenegro
Marija Mandarić: Faculty of Hotel Management and Tourism, University of Kragujevac, 36210 Vrnjačka Banja, Serbia
Marija Kostić: Faculty of Hotel Management and Tourism, University of Kragujevac, 36210 Vrnjačka Banja, Serbia
Dejan Sekulić: Faculty of Hotel Management and Tourism, University of Kragujevac, 36210 Vrnjačka Banja, Serbia
Marina Bugarčić: Faculty of Civil Engineering, University Union—Nikola Tesla, 11000 Belgrade, Serbia
Bojana D. Drašković: Faculty of Civil Engineering, University Union—Nikola Tesla, 11000 Belgrade, Serbia
Sandra R. Rakić: Faculty of Entrepreneurial Business and Real Estate Management, University Union—Nikola Tesla, 11000 Belgrade, Serbia

Sustainability, 2024, vol. 16, issue 9, 1-25

Abstract: This study explores the impact of artificial intelligence (AI) on customer perceptions and behavior in restaurants, airline companies, and hotel sectors within the hospitality industry of Iran. The primary objective is to analyze how AI affects customer trust, brand engagement, electronic word-of-mouth (eWOM), and tourists’ readiness to use AI technologies. Using a comparative analysis approach and surveys, this research tests hypotheses about the effects of artificial intelligence on various dimensions of customer interaction. The findings highlight significant relationships between the quality of artificial intelligence and customer engagement metrics, such as trust and brand loyalty, which are crucial for understanding and predicting customer behavior in response to technological advancements. This study lays the groundwork for theoretical assumptions about sustainability in these sectors in developing countries, providing a basis for future empirical research that could validate these assumptions and explore broader implications of AI integration in enhancing sustainable practices within the hospitality industry.

Keywords: AI; hospitality industry; developing countries; willingness to use AI; assumption of sustainability (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: View citations in EconPapers (1)

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