Customer Acceptance and Preference for AI Technologies in the Saudi Arabia Hotel Industry

Abstract

This study investigates the key factors affecting customer acceptance and preference of artificial intelligence (AI) in Saudi Arabia’s hospitality industry. It helps to bridge the gap in research, where most existing studies focus on Western countries and contexts. A quantitative study was undertaken, which was expected to improve generalizability of the results. The study was also correlational in nature and its time horizon was cross-sectional. A structured survey was provided to 450 respondents, but only 391 fully participated in the research. Data was analyzed using SPSS, where descriptive statistics, correlational analysis, and regression analysis were conducted. The results indicate that perceived usefulness, trust, and familiarity and experience positively affect consumer acceptance and preference for AI technologies in hotels. Privacy and data security concerns, on the other hand, negatively affect consumer acceptance and preference for AI technologies in hotels. Practically, the findings of these research provide a framework that can be leveraged in the hospitality industry, for implementation of AI technologies in the most effective manner. Theoretically, the study confirms the Technology Acceptance Model (TAM), while also extending it to include other factors such as trust and privacy concerns. This research contributes to the understanding of AI adoption in the hospitality sector, encouraging a rigorous examination of the available literature. It also provides a glimpse of guests' perceptions of AI technologies in a country that is unique from the western society. Ultimately, this study suggests the presence of human support, to enhance seamless experiences and a comprehensive fallback plan between AI technologies and human resources. Keywords: Artificial intelligence (AI), customer acceptance, customer preference, smart hospitality, technology adoption, perceived usefulness and ease of use