Hybrid SEM-ANN analysis of augmented reality adoption for hospitality training: evidence from an emerging economy

This study investigates the adoption of augmented reality (AR) as a training tool for housekeeping staff in star‐classified hotels in India, an emerging economy. Building on the Technological‐Organisational-Environment (T-O-E) framework, this study extends the theory by exploring the interplay of behavioural antecedents influencing AR adoption under conditions of cost sensitivity and economic constraint. Using a hybrid SEM–ANN modelling approach with data from 300 hoteliers, the study identifies external support systems, organisational flexibility, and perceived competitive advantage as key facilitators of adoption, while cost perceptions and technological anxiety act as inhibitors. Crucially, technological selfefficacy is introduced as a moderating factor, strengthening the influence of technological environments on adoption intention. From an economic perspective, the results highlight how AR can reduce training costs, improve efficiency, and enhance competitiveness in low‐margin service industries. In practice, the study recommends that hotels invest in “train‐the‐trainer” programmes to build managerial self‐efficacy, thereby mitigating technological anxiety and promoting sustainable digital transformation. The research offers novel insights by applying a hybrid inference model to AR adoption in the hospitality sector, demonstrating its theoretical and practical relevance in emerging economies. Future research should expand the analysis to include more regions and test experimental interventions to validate causal relationships.