AI tools and hotel innovation outcomes: The mediating role of data-driven culture

The Technology Acceptance Model (TAM) aims to understand the extent to which individuals accept information systems and new technologies, and artificial intelligence (AI) tools are one of its applications. This article presents a study on understanding the impact of AI tools on innovation outcomes in hotels, with data-based culture as a mediating factor. Understanding the potential and impact of AI tools in organizations is a matter of debate among researchers. This research contributes to a deeper understanding of the role of AI tools in knowledge exchange processes and innovation outcomes in hotel establishments. Four main hypotheses were identified to measure the relationship between the three variables. These were measured using a descriptive analytical approach. The questionnaire was distributed to a selected sample of the study population, represented by employees of five-star hotels in the Hashemite Kingdom of Jordan. The results indicated a statistically significant relationship with a strong direct effect between AI tools and data-driven culture (DDC), and a moderate direct effect on innovation outcomes. The study also found a statistically significant indirect effect of AI tools on hotel innovation outcomes through the mediating variable, DDC, and that its presence strengthens the relationship between the two variables.