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The role of the psychological factor trust for the rejection of AI services vs. human based services in hospitality

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Summary:This paper explores crucial psychological factors of offering artificial intelligence (versus human‐based) personalized services for consumers in hospitality services. This paper draws from the a variety of acceptance and rejection theories to show that AI‐services do not always outperform human‐services. However, Artificial intelligence (AI) is revolutionizing the hospitality industry. Furthermore, human, added and facilitated technologies are increasingly deployed together. However, little is known about customers’ trust to AI in hospitality. The findings of this paper help to better understand the rejection of consumers to human and artificial intelligent services for providers in hospitality. With the comparison of two studies of the sharing platform Airbnb and the hotel provider Booking, the elimination of the collaborative effect for the sharing platform regarding a digital service were shown. New assumptions are made for human based and artificial intelligence services in the tourism industry, which leads to a rejection of a new artificial intelligence service for customer on the platforms Airbnb.
Main Authors:Hetterich, Lisa Christiane
Subject:Online reviews Artificial Intelligence Service Trust Sharing Economy Behavioral Intention
Year:2020
Country:Portugal
Document type:master thesis
Access type:open access
Associated institution:Universidade Nova de Lisboa
Language:English
Origin:Repositório Institucional da UNL

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