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Millennials’ perceptions of artificial intelligence in hotel service encounters

Abdul Rauf (School of Business, Wittenborg University of Applied Sciences, Apeldoorn, The Netherlands)
Marius Zurcher (School of Business, Wittenborg University of Applied Sciences, Apeldoorn, The Netherlands)
Ioannis Pantelidis (School of Business and Law, University of Brighton, Brighton, UK)
Johan Winbladh (School of Business, Wittenborg University of Applied Sciences, Apeldoorn, The Netherlands)

Consumer Behavior in Tourism and Hospitality

ISSN: 2752-6666

Article publication date: 15 February 2022

Issue publication date: 27 July 2022

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Abstract

Purpose

Artificial intelligence (AI) is increasingly becoming part of the hospitality industry. In times of staff shortages, AI used in the industry can have advantages, but it also brings with it the possibility of customer backlash. The purpose of this paper is to understand the potential response of millennial guests to the potential applications of AI in the hotel industry. The emphasis was on which hotel service encounter categories are most suited to replacing employees with AI in the context of the millennial guest experience.

Design/methodology/approach

This quantitative research used a survey questionnaire for the data collection. Responses from 169 millennials from six continents were analysed using a combination of descriptive statistics, t-tests, MANOVA tests and Bonferroni tests.

Findings

Four service encounter categories were studied: (i) “Check-in”, (ii) “Reception Services (excl. check-in)”, (iii) “Wellness” and (iv) “Food and Beverage Services”. The results showed that of these four categories, “Food and Beverage Services” is more suited to replacing employees with AI than “Wellness”.

Practical implications

The findings of this research are important as they contribute to the body of knowledge related to the implementation of AI in the hospitality industry and provide useful information to policymakers and hotel managers who may wish to identify suitable areas for investment related to AI in their operations.

Originality/value

This study offers useful insight on a cutting-edge topic of AI application for service encounters within the hospitality sector and confirms the suitability of some encounters.

Keywords

Acknowledgements

The authors declare that they have no known competing financial interests or personal relationships that could have influence the work reported in this paper. All authors have contributed to this research without any conflict. There was no sponsorship and/or funding provided for this research. The authors acknowledge the originality of their work.

Citation

Rauf, A., Zurcher, M., Pantelidis, I. and Winbladh, J. (2022), "Millennials’ perceptions of artificial intelligence in hotel service encounters", Consumer Behavior in Tourism and Hospitality, Vol. 17 No. 1, pp. 3-16. https://doi.org/10.1108/CBTH-04-2021-0104

Publisher

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Emerald Publishing Limited

Copyright © 2022, Emerald Publishing Limited

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