Artificial Intelligence (AI) offers great potential for transforming the hospitality industry, particularly promoting sustainable initiatives. However, several obstacles (barriers) are preventing its widespread implementation. With a focus on sustainability, the current study employs the Fuzzy Analytic Hierarchy Process (Fuzzy AHP) to assess, rank, and identify these obstacles. This study analyzes the six main barriers that act as obstacles to AI adoption in the hospitality sector: financial, psychological, social, technological and functional, age, and data privacy. To attain this in-depth literature research and expert viewpoints are analyzed. The current study provides guidelines, policies, and recommendations based on the findings, to assist the hospitality industry in adopting AI technology. This research enhances our knowledge of the complex structure underlying AI use in the hospitality sector. This approach provides valuable information for forming sustainable strategies for development in the hospitality industry by expanding the field's expertise.
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Bahuguna et al. (2024) studied this question.
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