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

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.

Citation

AL-Khatib, A.w. (2024), "Prioritizing factors for generative artificial intelligence-based innovation adoption in hospitality industry", Management Decision, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/MD-09-2023-1525