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Publicação
The impact of AI VS Human on consumers behavior in the industry of luxury hospitality
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| 2.07 MB | Adobe PDF |
Autores
Orientador(es)
Resumo(s)
The growing adoption of technology in the luxury hospitality sector is transforming
the way this type of service is offered, as well as customer expectations. Despite the efficiency
that Artificial Intelligence (AI) provides, it has difficulty to match the exclusivity and relational
connections of human interactions, essential characteristics in luxury contexts. This study
explores how trust and perceived personalization mediate the relationship between the type
of interaction (AI versus human) and purchase intention in the luxury hospitality sector. Based
on existing literature, the study creates the hypothesis that human interaction generates more
trust and perception of personalization compared to AI, leading to a higher purchase
intention. Using an experimental design methodology, participants were exposed to scenarios
of AI and human interaction services to measure their purchase intention. Statistical analyses
revealed that trust plays a significant mediating role in purchase decisions, while perceived
personalization was less consistent as a mediator. This research contributes to the expanding
literature on digital transformation in luxury services, by providing empirical insights about
the comparative strengths and limitations of AI and human interaction. In practice, it offers
practical recommendations for luxury hospitality businesses, by balancing technological
innovation with the unique human touch, to guarantee consumer satisfaction and loyalty in a
world that is becoming increasingly digitized.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Digital Marketing and Analytics
Palavras-chave
Luxury Hospitality Artificial Intelligence Human Interaction Trust Personalization Purchase Intention SDG 8 - Decent work and economic growth