What role does the humanisation of AI play in improving tourist performance
DOI:
https://doi.org/10.24197/st.1.2025.223-248Keywords:
humanism, tourism, AI, MOA theory, business satisfactionAbstract
From a humanistic perspective, AI should serve individuals and their well-being, requiring both personal development and practice and study. In the hotel industry, AI presents challenges that must respect human dignity. This study evaluates the implementation of humanistic AI models in hotels to create inclusive and diverse tourist experiences. Based on the MOA theory (Motivation-Opportunity-Ability), it analyses how employees' motivation, opportunity, and ability affect AI adoption and its impact on hotel outcomes, emphasising the importance of a human-centred approach. The research team selected 4,500 hotels in Spain and contacted 970 using AI. The questionnaire validated the model with 25 hotels, adjusting indicators based on their feedback. 420 managers participated. The results show a close relationship between the humanistic model's solutions to the AI challenges and the validation of the MOA theory, used for the first time in this type of research.
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Copyright (c) 2025 María Martín Lucas, Aloysius OSB Roets, José Amelio Medina-Merodio, Rafael Robina-Ramírez
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