A Study on Impact of Adaptation of AI-Artificial intelligence services on Business Performance of Hotels

The rapid advancement of new technologies is having a profound impact on the hospitality and tourism industries, make changes in business practices and guest behavior. In recent years, both direct and indirect stakeholders of hotels have been adopting technology to achieve various objectives such as enhancing profitability, monitoring competitors, broadening sales channels, augmenting brand awareness through social media, and standardizing operations. To measure the impact several objectives can be formulated which are Artificial intelligence has the potential to assist hotels in determining the best course of action can enhance operational efficiency and improve overall performance. This study integrates both the model of TTF and TAM which both models assess the attitude of user in adopting and utilize the Artificial intelligence in hotel business. The study’s primary objective is to investigate the various factors and the application of a model that assesses the propensity to adopt a technology. The incorporation of artificial intelligence into guest services operations is becoming increasingly prevalent among hotels. The results of this research indicate that the integration of AI technology having notable positive influence on operational efficiency and effectiveness of hotels. The study’s findings indicate the incorporation of Artificial intelligence technology into business operations of hotel has resulted in enhanced performance, heightened efficiency, and improved customer experiences.