Publicação
The impact of AI VS Human on consumers behavior in the industry of luxury hospitality
| datacite.subject.fos | Ciências Naturais::Ciências da Computação e da Informação | pt_PT |
| dc.contributor.advisor | Soares, Raquel Vanessa Reis Silva Ferreira | |
| dc.contributor.author | Machado, Diogo Oliveira | |
| dc.date.accessioned | 2025-02-20T09:38:09Z | |
| dc.date.available | 2025-02-20T09:38:09Z | |
| dc.date.issued | 2025-02-13 | |
| dc.description | Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Digital Marketing and Analytics | pt_PT |
| dc.description.abstract | 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. | pt_PT |
| dc.identifier.tid | 203921950 | |
| dc.identifier.uri | http://hdl.handle.net/10362/179405 | |
| dc.language.iso | eng | pt_PT |
| dc.rights.uri | http://creativecommons.org/licenses/by/4.0/ | pt_PT |
| dc.subject | Luxury Hospitality | pt_PT |
| dc.subject | Artificial Intelligence | pt_PT |
| dc.subject | Human Interaction | pt_PT |
| dc.subject | Trust | pt_PT |
| dc.subject | Personalization | pt_PT |
| dc.subject | Purchase Intention | pt_PT |
| dc.subject | SDG 8 - Decent work and economic growth | pt_PT |
| dc.title | The impact of AI VS Human on consumers behavior in the industry of luxury hospitality | pt_PT |
| dc.type | master thesis | |
| dspace.entity.type | Publication | |
| rcaap.rights | openAccess | pt_PT |
| rcaap.type | masterThesis | pt_PT |
| thesis.degree.name | Mestrado em Marketing Analítico, especialização em Marketing Digital e Análise de Dados | pt_PT |