Embracing AI in hospitality enterprises in developing countries: A mediated-moderated model

Abstract

Background Artificial Intelligence (AI) is transforming service-oriented industries, yet its adoption in developing countries remains underexplored, particularly from the employee perspective. Employees’ perceptions, intentions, and organizational support are pivotal for effective AI integration in hospitality. Objective This study investigates the determinants of AI adoption among employees in Egypt’s hotel sector, drawing on the Unified Theory of Acceptance and Use of Technology (UTAUT). It examines the effects of performance expectancy, effort expectancy, social influence, and facilitating conditions on AI usage, the mediating role of behavioral intention, and the moderating role of gender. Methods A quantitative design was applied using a structured online survey administered to 346 frontline employees in five-star hotels in Greater Cairo. Partial Least Squares Structural Equation Modeling (PLS-SEM) tested direct and indirect effects. Results Findings reveal that effort expectancy, social influence, and facilitating conditions directly and positively influence AI usage, while performance expectancy affects adoption indirectly via behavioral intention. BI mediates the link between UTAUT constructs and AI use, with gender moderating the intention–usage relationship: male employees exhibit stronger adoption tendencies. Conclusions The study underscores the role of user-friendly systems, inclusive training, and gender-sensitive strategies, extending UTAUT by establishing BI as a central mediator and revealing demographic contingencies.

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