ChatGPT Appropriation Among Filipino Hotel Workers: A Partial Least Squares Regression Analysis

Abstract

This study investigates the factors influencing the appropriation of ChatGPT by hotel employees in the Philippines using a descriptive-exploratory quantitative approach. Based on the Model of Technology Appropriation (MTA) and Task-Technology Fit (TTF) theory, the research examines how motivational, technological, and organizational factors affect employees' behaviors and perceptions regarding AI tool usage. A total of 179 hotel workers participated through voluntary sampling. Data were collected using survey instruments measuring Adoption Motivation (AM), TTF, Organizational Influence (OI), Adaptation Behavior, Integration Behavior (IB), and Appropriation Outcomes. PLS-R analysis revealed that TTF and IB significantly influenced employee perceptions of improved work efficiency and accuracy, while OI moderately contributed to positive outcomes. However, AM showed minimal long-term impact. These results underline the importance of continuous organizational support, clear guidelines, and practical task alignment for effective ChatGPT integration. This study provides valuable insights for hotel management on successful implementation of AI tools and highlights areas for future research, such as exploring cultural influences, organizational practices, and training effectiveness in technology adoption in similar setting.

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