Qualitative research explores AI benefits, barriers, and potential labor disruption in luxury hotels in Türkiye, suggesting a balanced approach to adoption.
Key Points
This study aims to investigate the integration of artificial intelligence in the hospitality industry, focusing on perceptions among hotel executives.
Qualitative research through in-depth interviews with hotel executives in Türkiye.
Data analyzed using a hybrid approach of data- and theory-driven thematic analysis.
AI is seen as beneficial for addressing staff shortages, improving efficiency, and enhancing guest satisfaction.
Key barriers include high investment costs, risks of AI failure, cultural resistance, and potential guest dissatisfaction.
AI may contribute to unemployment, but certain human roles cannot be replaced due to the need for human skills.
Cite This Study
Derya Demirdelen Alrawadieh (2026) studied this question.