Guests' Perception of AI Adoption in the Hospitality Industry

Authors

  • Ana Čuić Tanković University of Rijeka, Faculty of Tourism and Hospitality Management, Croatia
  • Marina Perišić Prodan University of Rijeka, Faculty of Tourism and Hospitality Management, Croatia
  • Marija Mesaroš Valamar Riviera, Croatia

DOI:

https://doi.org/10.54820/entrenova-2025-0056

Keywords:

AI adoption, hosipitality, anthropomorphism

Abstract

Artificial intelligence has changed the hospitality industry, which relies heavily on human interaction. This paper explores the factors influencing the adoption of artificial intelligence, focusing on technological anxiety, perceived trust, anthropomorphism, perceived intelligence, hedonistic motivation, and objection to AI use. Data were collected from 269 hotel guests through a structured online questionnaire and analyzed using multiple linear regression. The results show that technological anxiety and objection to AI use significantly and negatively affect AI adoption, while perceived trust, perceived intelligence, and hedonistic motivation have significant positive effects. Anthropomorphism was not a significant predictor. These findings underscore the importance of emotional, cognitive, and experiential factors in shaping guest attitudes toward AI services. The paper provides practical recommendations for hotel managers to enhance AI adoption by addressing psychological barriers and promoting trust, intelligence, and enjoyment in AI-based interactions.

Author Biographies

  • Ana Čuić Tanković, University of Rijeka, Faculty of Tourism and Hospitality Management, Croatia

    Ana Čuić Tanković, PhD, earned her bachelor's, master's, and doctoral degrees in Economics from the University Juraj Dobrila of Pula, Faculty of Economics and Tourism “Dr. Mijo Mirković”. At the same time, she completed her graduate and postgraduate degrees in piano at the Conservatorio di Musica Giuseppe Tartini in Trieste, Italy. Her main area of research is corporate communications, service marketing, and integrated marketing communications. She is an Associate Professor at the Department of Marketing, Faculty of Tourism and Hospitality Management, University of Rijeka. Furthermore, she is the head of the doctoral program in Business Economics in Tourism and Hospitality. She has been actively engaged in various scientific conferences and has contributed to publications in prestigious international journals. Additionally, as a researcher, she has been involved in multiple scientific and professional projects. Dr. Čuić Tanković is a member of CROMAR, the Croatian Marketing Association. The author can be contacted at: anact@fthm.hr

  • Marina Perišić Prodan, University of Rijeka, Faculty of Tourism and Hospitality Management, Croatia

    Marina Perišić Prodan, PhD, earned her graduate, postgraduate, and doctoral degrees at the University of Rijeka, Faculty of Tourism and Hospitality Management. She is an Associate Professor at the Department of Marketing, teaching the following courses: Digital Marketing, Tourism Market Research, and Urban Marketing. Marina Perišić Prodan actively participated in numerous scientific conferences in Croatia and abroad and published papers in internationally recognized journals and conference proceedings. As a researcher, she participated in several scientific and professional projects. Dr. Perišić Prodan is a member of CROMAR - the Croatian Marketing Association. She is proficient in English and Italian. The author can be contacted at: marinap@fthm.hr

  • Marija Mesaroš, Valamar Riviera, Croatia

    Marija Mesaroš, MA, received her master's degree in the field of Tourism Marketing in 2024 from the Faculty of Tourism and Hospitality Management at the University of Rijeka. She is currently a Marketing Associate in Brand Management at Valamar Riviera plc. The author can be contacted at: marijamesaros35@gmail.com

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Published

2026-03-02

Issue

Vol. 11 No. 1 (2025)

Section

Business Administration & Business Economics, Marketing, Accounting

License

Copyright (c) 2025 Ana Čuić Tanković, Marina Perišić Prodan, Marija Mesaroš

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.

How to Cite

Guests’ Perception of AI Adoption in the Hospitality Industry. (2026). ENTRENOVA - ENTerprise REsearch InNOVAtion Journal, 11(1). https://doi.org/10.54820/entrenova-2025-0056