Study on Consumer Awareness and Acceptance of AI Technology in the Hospitality and Tourism Service Industry

Abstract

Artificial Intelligence (AI) is now an integral part of every businesses. Hence this chapter investigates consumers' awareness and acceptance of artificial intelligence (AI) technology in the hospitality and tourism sector, focusing on generational behavioral patterns. It identifies a gap in current research, particularly in the exploration of broader technological implementations beyond customer acceptance, highlighting the need for a comprehensive understanding of AI applications such as chatbots and automation. This research employs a descriptive approach, comprising surveys to assess consumer awareness of AI among various age groups, evaluate their acceptance levels, and analyze behaviors influenced by emotions and attitudes. Findings indicate significant variances in awareness and acceptance across generations, with factors such as trust, perceived benefits, and emotional responses playing pivotal roles. This study offers recommendations for hospitality and tourism providers.