THE MEDIATING ROLE OF ARTIFICIAL INTELLIGENCE IN MOTIVATION AND PERFORMANCE OF EMPLOYEES

The aim of the research was to examine the relationships between motivation and employee performance, as well as the mediating effect of artificial intelligence between the motivation system and employee performance in tourism. The main research question relates to determining the relationships that motivation has on employee performance in tourism and the roles that artificial intelligence plays in this relationship. The empirical research was conducted on a sample of 202 employees in tourism and hospitality in the Republic of Serbia from May to August 2023 using an electronic questionnaire. The proposed relationships were tested using the PLS-SEM method with SmartPLS software. The research indicated that there is a direct positive effect of motivation on the implementation of artificial intelligence and employee performance. The implementation of artificial intelligence has an indirect impact on the relationship between motivation and employee performance in tourism and hospitality organizations. An adequate approach to motivation by the organization and strengthening capabilities regarding AI will result in higher employee performance.