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Artificial intelligent towards hotels’ competitive advantage. An exploratory study from the UAE

Purpose – Hotel industry is witnessing a radical change as a result of technology interaction such as artificial intelligence (AI) in service tasks. As a result of this transformation, the pattern of service delivery based on human interaction has been changed to digital interaction. This brought op...

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Main Authors: Al-Shami, Samer Ali Hussein, Al Mamun, Abdullah, Ahmed, Elsadig Musa, Abdul Rashid, Nurulizwa
Format: Article
Language:English
Published: Emerald Publishing Limited 2022
Online Access:http://eprints.utem.edu.my/id/eprint/27019/2/0258205072023.PDF
http://eprints.utem.edu.my/id/eprint/27019/
https://www.emerald.com/insight/content/doi/10.1108/FS-01-2021-0014/full/pdf?title=artificial-intelligent-towards-hotels-competitive-advantage-an-exploratory-study-from-the-uae
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spelling my.utem.eprints.270192024-01-16T10:33:56Z http://eprints.utem.edu.my/id/eprint/27019/ Artificial intelligent towards hotels’ competitive advantage. An exploratory study from the UAE Al-Shami, Samer Ali Hussein Al Mamun, Abdullah Ahmed, Elsadig Musa Abdul Rashid, Nurulizwa Purpose – Hotel industry is witnessing a radical change as a result of technology interaction such as artificial intelligence (AI) in service tasks. As a result of this transformation, the pattern of service delivery based on human interaction has been changed to digital interaction. This brought opportunities to the hotels industry and consolidate its competitive advantage. However, the understanding gap still existed in both practical implementation and literature, especially in developing countries. Therefore, this paper aims to explore how hotels use AI to carry out services tasks. Design/methodology/approach – The authors adopted the qualitative research method through Semi interviews. The sample was purposively selected from five 5-star hotels in the UAE, meanwhile, the managers were the targeted respondents. Findings – Through content analysis, the authors find that the UAE hotels use AI in managing trip planning, reception service and room services. The authors also find that there are four key drivers that improve the performance of AI, which include AI infrastructure flexibility, strategic alignment, management and skills. Finally, the authors found four indicators of the impact of AI on hotels, which are quality, cost and market share and customers satisfaction. Originality/value – This study is one of few studies that explored the use of AI in the hotels industry and discussed how AI influence several aspects of hotels performance and helped them to attain their competitive advantage. This study is also one of few studies and the first study in UAE to explore the key drivers of AI performance in UAE hotels Emerald Publishing Limited 2022-10 Article PeerReviewed text en http://eprints.utem.edu.my/id/eprint/27019/2/0258205072023.PDF Al-Shami, Samer Ali Hussein and Al Mamun, Abdullah and Ahmed, Elsadig Musa and Abdul Rashid, Nurulizwa (2022) Artificial intelligent towards hotels’ competitive advantage. An exploratory study from the UAE. Foresight, 24 (5). pp. 625-636. ISSN 1463-6689 https://www.emerald.com/insight/content/doi/10.1108/FS-01-2021-0014/full/pdf?title=artificial-intelligent-towards-hotels-competitive-advantage-an-exploratory-study-from-the-uae 10.1108/FS-01-2021-0014
institution Universiti Teknikal Malaysia Melaka
building UTEM Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Teknikal Malaysia Melaka
content_source UTEM Institutional Repository
url_provider http://eprints.utem.edu.my/
language English
description Purpose – Hotel industry is witnessing a radical change as a result of technology interaction such as artificial intelligence (AI) in service tasks. As a result of this transformation, the pattern of service delivery based on human interaction has been changed to digital interaction. This brought opportunities to the hotels industry and consolidate its competitive advantage. However, the understanding gap still existed in both practical implementation and literature, especially in developing countries. Therefore, this paper aims to explore how hotels use AI to carry out services tasks. Design/methodology/approach – The authors adopted the qualitative research method through Semi interviews. The sample was purposively selected from five 5-star hotels in the UAE, meanwhile, the managers were the targeted respondents. Findings – Through content analysis, the authors find that the UAE hotels use AI in managing trip planning, reception service and room services. The authors also find that there are four key drivers that improve the performance of AI, which include AI infrastructure flexibility, strategic alignment, management and skills. Finally, the authors found four indicators of the impact of AI on hotels, which are quality, cost and market share and customers satisfaction. Originality/value – This study is one of few studies that explored the use of AI in the hotels industry and discussed how AI influence several aspects of hotels performance and helped them to attain their competitive advantage. This study is also one of few studies and the first study in UAE to explore the key drivers of AI performance in UAE hotels
format Article
author Al-Shami, Samer Ali Hussein
Al Mamun, Abdullah
Ahmed, Elsadig Musa
Abdul Rashid, Nurulizwa
spellingShingle Al-Shami, Samer Ali Hussein
Al Mamun, Abdullah
Ahmed, Elsadig Musa
Abdul Rashid, Nurulizwa
Artificial intelligent towards hotels’ competitive advantage. An exploratory study from the UAE
author_facet Al-Shami, Samer Ali Hussein
Al Mamun, Abdullah
Ahmed, Elsadig Musa
Abdul Rashid, Nurulizwa
author_sort Al-Shami, Samer Ali Hussein
title Artificial intelligent towards hotels’ competitive advantage. An exploratory study from the UAE
title_short Artificial intelligent towards hotels’ competitive advantage. An exploratory study from the UAE
title_full Artificial intelligent towards hotels’ competitive advantage. An exploratory study from the UAE
title_fullStr Artificial intelligent towards hotels’ competitive advantage. An exploratory study from the UAE
title_full_unstemmed Artificial intelligent towards hotels’ competitive advantage. An exploratory study from the UAE
title_sort artificial intelligent towards hotels’ competitive advantage. an exploratory study from the uae
publisher Emerald Publishing Limited
publishDate 2022
url http://eprints.utem.edu.my/id/eprint/27019/2/0258205072023.PDF
http://eprints.utem.edu.my/id/eprint/27019/
https://www.emerald.com/insight/content/doi/10.1108/FS-01-2021-0014/full/pdf?title=artificial-intelligent-towards-hotels-competitive-advantage-an-exploratory-study-from-the-uae
_version_ 1789429987094298624
score 13.211869

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