Relationship between technology readiness, AI adoption and value creation in hospitality industry: Moderating role of technological turbulence

IF 9.9 1区管理学 Q1 HOSPITALITY, LEISURE, SPORT & TOURISM International Journal of Hospitality Management Pub Date : 2025-02-25 DOI:10.1016/j.ijhm.2025.104133

Syed Shah Alam , Husam Ahmad Kokash , Mst. Nilufar Ahsan , Saif Ahmed

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Abstract

This study explores the relationship between technology readiness, AI adoption, dynamic capabilities, sustainable competitive advantage, and technological turbulence, assessing their collective impact on value creation within the Malaysian hospitality industry. Employing the Resource-Based View, Dynamic Capabilities Framework, and Contingency Theory, the research analyzes these strategic elements' roles in enhancing organizational performance. Using stratified purposive sampling, data was collected from 336 respondence. Structural equation modeling was utilized to analyze the relationships among the constructs. The results reveal that technology readiness and AI adoption positively influence value creation, with AI adoption playing a direct role in enhancing organizational capabilities and efficiencies. Interestingly, dynamic capabilities exhibited a complex impact, initially impeding value creation due to transitional challenges, but ultimately proving crucial in navigating technological turbulence. Sustainable competitive advantage emerged as a significant mediator, translating AI adoption and dynamic capabilities into enhanced value creation. However, the moderating effects of technological turbulence were selective, significantly influencing only the relationship between dynamic capabilities and value creation. These findings underscore the nuanced interplay between strategic resources and environmental factors in driving value creation in a technologically evolving industry.

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来源期刊

International Journal of Hospitality Management HOSPITALITY, LEISURE, SPORT & TOURISM-

CiteScore

21.20

自引率

9.40%

发文量

218

审稿时长

85 days

期刊介绍： The International Journal of Hospitality Management serves as a platform for discussing significant trends and advancements in various disciplines related to the hospitality industry. The publication covers a wide range of topics, including human resources management, consumer behavior and marketing, business forecasting and applied economics, operational management, strategic management, financial management, planning and design, information technology and e-commerce, training and development, technological developments, and national and international legislation. In addition to covering these topics, the journal features research papers, state-of-the-art reviews, and analyses of business practices within the hospitality industry. It aims to provide readers with valuable insights and knowledge in order to advance research and improve practices in the field. The journal is also indexed and abstracted in various databases, including the Journal of Travel Research, PIRA, Academic Journal Guide, Documentation Touristique, Leisure, Recreation and Tourism Abstracts, Lodging and Restaurant Index, Scopus, CIRET, and the Social Sciences Citation Index. This ensures that the journal's content is widely accessible and discoverable by researchers and practitioners in the hospitality field.