Artificial Intelligence-Driven Supply Chain Agility and Resilience: Pathways to Competitive Advantage in the Hotel Industry

Background: The extraordinary disturbances faced by the hotel industry, ranging from worldwide health problems to political instability and climate change, have highlighted the insistent need for more resilient and agile supply chain (SC) systems. This study explored how artificial intelligence (AI) capabilities can generate competitive advantage (CA) through supply chain agility (SCA) and supply chain resilience (SCR) as mediators and competitive pressure (CP) as a moderator. Methods: Drawing on the resource-based view (RBV) framework, we suggested and empirically tested the study model. Using data collected from 432 hotel managers and analyzed using Partial Least Squares Structural Equation Modelling (SEM-PLS). Results: the results reveal that AI-driven SC can significantly strengthen SCA and SCR. Furthermore, SCA and SCR can act as powerful mediators, and CP can strengthen the tested relationships (the links from AI adoption and CA) as a moderator. Conclusions: The study made several theoretical and practical contributions by integrating AI capabilities into SCR and SCA frameworks in the hotel and tourism context, and by providing practical evidence for professionals aiming to leverage AI-driven SC tools to navigate uncertainty and create sustainable CA.