Analysis of the Opinions of Lebanese Tourists' Sample on Choosing Hotels with Artificial Intelligence Features

Abstract

This study investigates the opinions of Lebanese tourists regarding the adoption of Artificial Intelligence (AI) in the hotel industry. As AI technologies more and more immerse various aspects of customer service, including personalized recommendations, virtual assistants, and check-in experiences, understanding tourist attitudes towards these novelties becomes serious. This study involved a selective related papers from literature review to gather existing knowledge on our topic. Therefore, through the quantitative analysis of a survey in which data on the opinions of Lebanese tourists were collected, this research analyzes how the capabilities of artificial intelligence influence tourists' hotel choices. The findings disclose that while Lebanese tourists are somewhat familiar with AI technologies, their overall knowledge of AI applications in hotels is moderate. Key factors such as price, location, and online reviews were found to have a more significant impact on hotel selection compared to AI-powered services, which held neutral importance. The presence of AI in hotels did not strongly influence tourists' booking decisions, although respondents generally agreed that AI could enhance their travel experiences. Satisfaction with AI capabilities in hotels was also neutral, and while there was some likelihood of recommending AI-enabled hotels, the overall interest continued cautious. Opinions on Likert scale questions were similar in most statements across gender and age. Also, Education and income levels influenced attitudes towards AI in hotels. The study was conducted by the "Technology Acceptance Model (TAM)" to understand and predict how users come to accept and use technology. It can be said that from the perspective of the TAM model, Lebanese tourists have moderate actual use of AI in hotels, neutral in statements of perceived usefulness, neutral in statements of perceived ease of use, and cautiously positive in statements of behavioral intention.