Understanding the factors affecting AI services adoption in hospitality: The role of behavioral reasons and emotional intelligence

This study explores the reasons (for and against) the adoption of AI in the hospitality industry among Pakistani customers. The hypothesis was tested using the sample obtained from Pakistani hospitality customers. The data is collected via an online survey and analyzed with the structural equation modeling and PROCESS macro. The study results indicate that cultural values positively associate reasons for, attitudes, and intentions to adopt. Moreover, the results prove that attitude mediates the relationship between reasons (for and against) and intention to adopt AI services in hospitality. Furthermore, the finding shows that customer emotional intelligence has no moderation effect on attitude and intention to adopt AI services. This study highlights technological complexity and safety concerns are the most significant barriers in the studied context. Further, addressing reason against (technological complexity and safety concerns) may allow policymakers to lessen the present customer attitude-intention gap by tackling the factors that cause customers to resist adopting AI services in hospitality. In this respect, marketers should develop a marketing campaign strategy focusing on the benefits of the adoption of AI services in comparison to employee service. This is the first empirical study examining cultural values, reasons (for and against) attitudes, their relationship with intentions, and moderating role of an attractive, important, yet ignored variable, customer emotional intelligence. This study confirms that the behavioral reasoning theory can better describe the customers' adoption behavior of AI services in the hospitality sector.