In this study, a square matrix that is used as a form to represent cause-effect relationships based on the opinion of the experts interviewed. The assessment of each of the experts is collected and, subsequently, the average assessment of each of these relationships is recorded (quantified by averages).
Published in Chapter:
Key Factors in the Process of Acceptance and Implementation of Artificial Intelligence in the Hotel Sector
Alfonso Infante-Moro (University of Huelva, Spain), Juan C. Infante-Moro (University of Huelva, Spain), and Julia Gallardo-Pérez (University of Huelva, Spain)
Copyright: © 2021
|Pages: 19
DOI: 10.4018/978-1-7998-6985-6.ch014
Abstract
Artificial intelligence is one of the most innovative and trending technologies in the hotel sector. It is transforming the hotel sector into a novel environment in business-client relationships. For this reason, this study seeks to find, through a literary review and a causal study carried out by experts in technologies and hotels, using the methodology of fuzzy cognitive maps, what the determining factors in the decision of hotels to accept and implement artificial intelligence in their hotels and in their services are. The list obtained is made up of the following factors (in order of relevance in this decision): top management support, perceived reliability of the technology, security, relative advantage, support from information systems providers, technological organizational readiness, government pressure or incentives, compatibility, business partner pressure, customer pressure, complexity, pressure from competitors, perceived cost, characteristics of the leader or manager, and size of the company.