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Human vs. AI in Luxury Hospitality: The Role of Functional vs. Emotional Value on Brand Trust, Satisfaction, Loyalty, Status and Purchase Intention

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Resumo:The growing application of Artificial Intelligence (AI) in hospitality has created new opportunities for enhancing customer service. However, in luxury hospitality, where interpersonal relationships and personal attention are critical, it remains unknown how visitors perceive Human vs. AI service. The purpose of this study is to compare the influence of human and artificial intelligence service agents on visitor perceptions, especially brand trust, guest pleasure, brand loyalty, purchase intention, and perceived status. The study also looked at the mediating influence of brand trust and guest satisfaction, as well as the moderating effect of response type (functional vs. emotional). The results reveal that human agents outperform AI regarding trust, satisfaction, purchase intention, and status. Trust and satisfaction were verified as mediators, while response value had no significant influence. These findings help to understand how visitors perceive AI in luxury settings and provide practical insights for incorporating technology without sacrificing human agent.
Autores principais:Tomaz, Maria Adrião Rosa Santos
Assunto:Artificial Intelligence Brand Loyalty Brand Trust Emotional Response Functional Response Guest Satisfaction Human vs. AI Luxury Hospitality Perceived Status Purchase Intention SDG 8 - Decent work and economic growth SDG 9 - Industry, innovation and infrastructure
Ano:2025
País:Portugal
Tipo de documento:dissertação de mestrado
Tipo de acesso:acesso embargado
Instituição associada:Universidade Nova de Lisboa
Idioma:inglês
Origem:Repositório Institucional da UNL

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