From AI awareness to employee negative feedback seeking behavior in hotel: an examination with conservation of resources theory

Purpose Based on conservation of resources theory, this study aims to explore how and when challenge and hindrance AI awareness influence hotel employees’ negative feedback-seeking behavior (NFSB). Design/methodology/approach Data were collected from 202 employees in the hotel industry through a two-wave survey. Hierarchical regression analyses and bootstrapping for indirect effects were used to test the hypotheses. Findings Challenge AI awareness is positively related to employee NFSB, whereas hindrance AI awareness is negatively related to NFSB. Moreover, the differential impacts of challenge and hindrance AI awareness on employee NFSB are mediated by work alienation. Besides, supportive leadership compensates the effect of challenge AI awareness in reducing work alienation, while intensifying the effect of hindrance AI awareness in increasing work alienation. Practical implications Given the differential influences of challenge-hindrance AI awareness on employee NFSB, hotels should treat AI as a developmental resource, offering targeted support and training to encourage employee NFSB. At the industry level, hotel groups should prioritize reskilling and job redesign over headcount cuts and develop responsible AI guidelines that protect employment stability and employee well-being. Originality/value This study contributes to the growing literature on AI awareness and NFSB and reveals the underlying mechanisms through which AI awareness influences NFSB.