Speak, search, and stay: determining customers' intentions to use voice-controlled artificial intelligence (AI) for finding suitable hotels and resorts

Abstract

Purpose

The present study investigates the customers' behavioural intention to use voice-based artificial intelligence (AI) to find the appropriate hotels and resorts in an emerging nation. This study determines the influences of information quality, system quality, privacy, and novelty value on attitude and behavioural intention to use voice-based artificial intelligence to obtain the appropriate information and find the location of the hotels and resorts.

Design/methodology/approach

This study used a purposive sampling method for collecting data from the respondents, who are customers of the hotels and resorts in Bangladesh. A self-administered survey questionnaire was used to obtain responses from 378 respondents. After collecting the data, the reliability and validity of the constructs and hypotheses were tested via partial least squares structural equation modelling (PLS-SEM).

Findings

The findings of the study indicate that information quality, system quality, privacy and novelty value have a positive and significant impact on attitude and behavioural intention to use voice-based AI assistant services in an emerging nation. However, system quality does not significantly influence behavioural intention to use voice-based AI assistant but it has an indirect significant influence on behavioural intention through the mediation effect of attitude.

Practical implications

The study’s findings provide essential guidelines for practitioners to understand the impacts of information quality, system quality, privacy, and novelty value on attitude and behavioural intention to use voice-based artificial intelligence to find the appropriate hotels and resorts to meet customers' needs and expectations.

Originality/value

This study contributes to the existing literature on technology adoption by highlighting the interconnectedness of various factors influencing users' behavioural intentions. The study’s focus on an emerging nation provides a valuable theoretical contribution. It highlights that user perceptions and attitudes towards technology adoption may differ from those in developed nations due to unique contextual factors.

Citation

Ahmed, S., Chowdhury, U.Y., Ashrafi, D.M., Choudhury, M.M., Ahmed, R. and Ahmed, R. (2024), "Speak, search, and stay: determining customers' intentions to use voice-controlled artificial intelligence (AI) for finding suitable hotels and resorts", Journal of Hospitality and Tourism Insights, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/JHTI-04-2024-0316