AMTP Proceedings 2026
Document Type
Conference Proceeding
Publication Date
Spring 2026
Abstract
Luxury hotels are adopting artificial intelligence-enabled voice assistants (AI-EVA) to enhance guest experience and maintain competitive advantage. This study examines strategic implications of AI-EVA integration, focusing on consumer acceptance and organizational performance. Guided by the Unified Theory of Acceptance and Use of Technology (UTAUT) and Resource-Based View (RBV), the research uses a mixed-method approach: qualitative analysis of guest attitudes, quantitative testing of adoption drivers via structural equation modeling, and executive interviews on ROI and infrastructure challenges. Findings will inform strategies for balancing personalization with operational efficiency while addressing privacy concerns. The study contributes to theory by extending UTAUT and RBV in hospitality and offers practical guidance for leveraging AI to achieve sustainable differentiation.
Recommended Citation
Prioleau, Pearllana, "AI-EVA: Evaluating the Value of Overhauling Hotel Infrastructure for Artificial Intelligence Integration in Guest Experience" (2026). AMTP Proceedings 2026. 55.
https://digitalcommons.georgiasouthern.edu/amtp-proceedings_2026/55
