The Impact of AI Adoption on Guest Experience and Satisfaction in Hospitality Industry

The integration of Artificial Intelligence (AI) technologies in the hospitality industry has gained significant attention, particularly in enhancing guest experiences and operational efficiency. This study investigates the impact of AI adoption on guest experience and post-stay satisfaction in hotels, focusing on three AI-driven technologies chatbots, Augmented Reality (AR) applications, and Virtual Influencers (VI). The research aims to map how these AI touchpoints influence guest perceptions and satisfaction, guided by the SOR framework. A quantitative approach was used, with data collected from 300 Generation Y/Z travelers who interacted with at least one of the AI technologies during their stay. The model was tested using Partial Least-Squares Structural Equation Modeling (PLS-SEM), employing a two-step measurement and structural approach. The results indicate that AI adoption positively influences the perceived quality of chatbots, AR, and VI, with AR having the strongest impact on guest experience and satisfaction. VI also contributed to improved guest experience, while chatbots showed a small negative effect on experience, suggesting an empathy gap despite technical proficiency. The findings emphasize the critical role of guest experience in driving satisfaction and highlight that immersive AR and empathetic chatbot interactions are key to enhancing the guest journey. This study offers valuable insights for hotels looking to optimize AI technologies, suggesting that AR should be prioritized, and chatbots should be redesigned to improve emotional engagement.