AI Impact on Hotel Guest Satisfaction via Tailor-Made Services: A Case Study of Serbia and Hungary
This study examines the level of implementation of artificial intelligence (AI) in the personalization of hotel services and its impact on guest satisfaction through an analysis of tourists’ attitudes and behaviors The focus of the research is on how personalized recommendations for food and beverag...
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| Format: | Article |
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MDPI AG
2024-11-01
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| Online Access: | https://www.mdpi.com/2078-2489/15/11/700 |
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| author | Ranko Makivić Dragan Vukolić Sonja Veljović Minja Bolesnikov Lóránt Dénes Dávid Andrea Ivanišević Mario Silić Tamara Gajić |
| author_facet | Ranko Makivić Dragan Vukolić Sonja Veljović Minja Bolesnikov Lóránt Dénes Dávid Andrea Ivanišević Mario Silić Tamara Gajić |
| author_sort | Ranko Makivić |
| collection | DOAJ |
| description | This study examines the level of implementation of artificial intelligence (AI) in the personalization of hotel services and its impact on guest satisfaction through an analysis of tourists’ attitudes and behaviors The focus of the research is on how personalized recommendations for food and beverages, activities, and room services, delivered by trustworthy AI systems, digital experience, and the perception of privacy and data security, influence overall guest satisfaction. The research was conducted in Serbia and Hungary, using structural models to assess and analyze direct and indirect effects. The results show that AI personalization significantly contributes to guest satisfaction, with mediating variables such as trust in AI systems and technological experience playing a key role. A comparative analysis highlights differences between Hungary, a member of the European Union, and Serbia, a country in transition, shedding light on specific regulatory frameworks and cultural preferences in these countries. |
| format | Article |
| id | doaj-art-d95cc4dba8b049eeb34e94f3f8e8137b |
| institution | OA Journals |
| issn | 2078-2489 |
| language | English |
| publishDate | 2024-11-01 |
| publisher | MDPI AG |
| record_format | Article |
| series | Information |
| spelling | doaj-art-d95cc4dba8b049eeb34e94f3f8e8137b2025-08-20T02:28:10ZengMDPI AGInformation2078-24892024-11-01151170010.3390/info15110700AI Impact on Hotel Guest Satisfaction via Tailor-Made Services: A Case Study of Serbia and HungaryRanko Makivić0Dragan Vukolić1Sonja Veljović2Minja Bolesnikov3Lóránt Dénes Dávid4Andrea Ivanišević5Mario Silić6Tamara Gajić7Faculty of Technical Sciences, University of Novi Sad, 11000 Novi Sad, SerbiaFaculty of Hotel Management and Tourism, University of Kragujevac, 36210 Vrnjačka Banja, SerbiaFaculty of Hotel Management and Tourism, University of Kragujevac, 36210 Vrnjačka Banja, SerbiaFaculty of Technical Sciences, University of Novi Sad, 11000 Novi Sad, SerbiaDepartment of Tourism and Hospitality, Faculty of Economics and Business, John von Neumann University, HU-6000 Kecskemét, HungaryFaculty of Technical Sciences, University of Novi Sad, 11000 Novi Sad, SerbiaSwiss School of Business and Management, 1213 Genève, SwitzerlandFaculty of Hotel Management and Tourism, University of Kragujevac, 36210 Vrnjačka Banja, SerbiaThis study examines the level of implementation of artificial intelligence (AI) in the personalization of hotel services and its impact on guest satisfaction through an analysis of tourists’ attitudes and behaviors The focus of the research is on how personalized recommendations for food and beverages, activities, and room services, delivered by trustworthy AI systems, digital experience, and the perception of privacy and data security, influence overall guest satisfaction. The research was conducted in Serbia and Hungary, using structural models to assess and analyze direct and indirect effects. The results show that AI personalization significantly contributes to guest satisfaction, with mediating variables such as trust in AI systems and technological experience playing a key role. A comparative analysis highlights differences between Hungary, a member of the European Union, and Serbia, a country in transition, shedding light on specific regulatory frameworks and cultural preferences in these countries.https://www.mdpi.com/2078-2489/15/11/700AItailor-made serviceshotel industrypersonalized servicetourist satisfactionSerbia |
| spellingShingle | Ranko Makivić Dragan Vukolić Sonja Veljović Minja Bolesnikov Lóránt Dénes Dávid Andrea Ivanišević Mario Silić Tamara Gajić AI Impact on Hotel Guest Satisfaction via Tailor-Made Services: A Case Study of Serbia and Hungary Information AI tailor-made services hotel industry personalized service tourist satisfaction Serbia |
| title | AI Impact on Hotel Guest Satisfaction via Tailor-Made Services: A Case Study of Serbia and Hungary |
| title_full | AI Impact on Hotel Guest Satisfaction via Tailor-Made Services: A Case Study of Serbia and Hungary |
| title_fullStr | AI Impact on Hotel Guest Satisfaction via Tailor-Made Services: A Case Study of Serbia and Hungary |
| title_full_unstemmed | AI Impact on Hotel Guest Satisfaction via Tailor-Made Services: A Case Study of Serbia and Hungary |
| title_short | AI Impact on Hotel Guest Satisfaction via Tailor-Made Services: A Case Study of Serbia and Hungary |
| title_sort | ai impact on hotel guest satisfaction via tailor made services a case study of serbia and hungary |
| topic | AI tailor-made services hotel industry personalized service tourist satisfaction Serbia |
| url | https://www.mdpi.com/2078-2489/15/11/700 |
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