Adoption of Big Data Analytics and Artificial Intelligence Among Hospitality and Tourism Companies: Perceive Performance Perspective

The objective of the study was to develop a model of Big Data Analytics and Artificial Intelligence (BDA-AI) technology acceptance in the hospitality and tourism industry in Malaysia. The model developed in this study is Comprehensive Theory of Use and Adoption of Technology (CTUAT). This is an empirical and quantitative study based on a unified model developed through a massive literature review. The study adopted a cross-sectional online survey among 343 owners/managers of tourism and hospitality firms. Applying structural equation modeling and using AMOS software, data was purified and analyzed. The study identified that strategic orientation, performance effectiveness; top management support, organizational resources, employee readiness, and technology expectancy are the predictors of the behavioral intention of BDA-AI technology acceptance except for innovation on behavioral intention.