Prioritizing factors for generative artificial intelligence-based innovation adoption in hospitality industry

IF 4.1 3区管理学 Q2 BUSINESS Management Decision Pub Date : 2024-09-12 DOI:10.1108/md-09-2023-1525

Ayman wael AL-Khatib

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Abstract

Purpose

The present research aims to explore the drivers of generative artificial intelligence (GEN AI)-based innovation adoption in the hospitality industry in Jordan.

Design/methodology/approach

To address the research gap and achieve the research work objectives, the Technology-Organization-Environment (TOE) lens and the structural equation modeling (SEM) approach were employed to analyze the sample data collected (n = 221) from the hospitality industry.

Findings

The findings indicate that relative advantage, top management support, organizational readiness, organizational culture, competitive pressures, government regulations support and vendor support significantly influence the GEN-AI-based innovation adoption, while the technological complexity is negatively associated with GEN-AI-based innovation adoption. Furthermore, the results showed there is no significant effect of cost on GEN-AI-based innovation adoption.

Originality/value

The paper analyses the TOE framework in a new technological setting. The paper also provides information about how GEN-AI-based innovation adoption may influence hospitality industry performance. Overall, this article provides new insights into the literature concerning AI technologies and through the TOE lens.

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酒店业采用基于人工智能的生成式创新的优先因素

目的本研究旨在探讨约旦酒店业采用基于生成式人工智能（GEN AI）的创新的驱动因素。为了弥补研究空白和实现研究工作目标，本研究采用了技术-组织-环境（TOE）透视法和结构方程建模（SEM）法来分析从酒店业收集到的样本数据（n = 221）。研究结果研究结果表明，相对优势、高层管理支持、组织准备程度、组织文化、竞争压力、政府法规支持和供应商支持显著影响基于 GEN-AI 的创新采纳，而技术复杂性与基于 GEN-AI 的创新采纳负相关。此外，研究结果表明，成本对基于 GEN-AI 的创新采用没有明显影响。本文还提供了有关基于 GEN-AI 的创新采用可能如何影响酒店业绩效的信息。总之，本文通过 TOE 的视角为有关人工智能技术的文献提供了新的见解。

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来源期刊

Management Decision Multiple-

CiteScore

8.20

自引率

8.70%

发文量

126

期刊介绍： ■In-depth studies of major issues ■Operations management ■Financial management ■Motivation ■Entrepreneurship ■Problem solving and proactivity ■Serious management argument ■Strategy and policy issues ■Tactics for turning around company crises Management Decision, considered by many to be the best publication in its field, consistently offers thoughtful and provocative insights into current management practice. As such, its high calibre contributions from leading management philosophers and practitioners make it an invaluable resource in the aggressive and demanding trading climate of the Twenty-First Century.