Exploring tourist perceptions of artificial intelligence devices in the hotel industry: impact of industry 4.0

This study explores the perceptions of tourists regarding the use of artificial intelligence (AI) devices in the hotel industry. Adopting the artificially intelligent device use acceptance (AIDUA) framework, this research uncovered the factors that influence tourists’ attitudes towards AI devices and their willingness/unwillingness to use them. This study also demonstrated the moderating impact of Industry 4.0. The strong associations among social influence, hedonic motivation, anthropomorphism, performance expectancy, effort expectancy, users’ emotions towards AI device usage, and their willingness/unwillingness to accept AI devices are explored. Furthermore, Industry 4.0 was of utmost importance in strengthening the relations among research constructs.