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The Adoption of Artificial Intelligence in Serbian Hospitality: A Potential Path to Sustainable Practice

Author

Listed:
  • Tamara Gajić

    (Geographical Institute “Jovan Cvijić” SASA, 11000 Belgrade, Serbia
    Faculty of Hotel Management and Tourism, University of Kragujevac, 36210 Vrnjačka Banja, Serbia)

  • Dragan Vukolić

    (Faculty of Hotel Management and Tourism, University of Kragujevac, 36210 Vrnjačka Banja, Serbia
    Faculty of Tourism and Hospitality, University of Business Studies, 78000 Banja Luka, Bosnia and Herzegovina)

  • Jovan Bugarčić

    (Faculty of Hotel Management and Tourism, University of Kragujevac, 36210 Vrnjačka Banja, Serbia)

  • Filip Đoković

    (Faculty of Organizational Studies—EDUKA, 11000 Belgrade, Serbia)

  • Ana Spasojević

    (Department for International Cooperation, University of Kragujevac, 34000 Kragujevac, Serbia)

  • Snežana Knežević

    (Department of Medical Studies, Academy of Applied Technical Studies Belgrade, 11000 Belgrade, Serbia)

  • Jelena Đorđević Boljanović

    (Faculty of Organizational Studies—EDUKA, 11000 Belgrade, Serbia)

  • Slobodan Glišić

    (Academy of Professional Studies South Serbia, 16000 Leskovac, Serbia)

  • Stefana Matović

    (Geographical Institute “Jovan Cvijić” SASA, 11000 Belgrade, Serbia)

  • Lóránt Dénes Dávid

    (Department of Tourism and Hospitality, Faculty of Economics and Business, John von Neumann University, HU-6000 Kecskemét, Hungary
    Department of Sustainable Tourism, Institute of Rural Development and Sustainable Economy, Hungarian University of Agriculture and Life Sciences (MATE), HU-2100 Gödöllő, Hungary)

Abstract

This study investigates the perceptions of employees in the hotel industry of the Republic of Serbia regarding the acceptance and importance of artificial intelligence (AI). Through a modified UTAUT model and the application of structural equation analysis (SEM), we investigated the key factors shaping AI acceptance. Research results show that behavioral intention and habit show a significant positive impact on AI usage behavior, while facilitating conditions have a limited but measurable impact on behavioral intention. Other factors, including social influence, hedonic motivation, performance expectancy, and effort expectancy, have minimal influence on the examined variables. The analysis reveals the crucial mediating role of behavioral intention, effectively bridging the gap between various predictors and AI usage behavior, thereby highlighting its significance in the broader context of technology adoption in the hotel industry. The primary goal of the study, which closes significant research gaps, as well as the manner in which it uses a specific model and statistical analysis to accomplish this goal, shows how innovative the work is. This method not only broadens the field’s understanding but also offers valuable insights for shaping sustainable development practices in the hospitality sector in the Republic of Serbia.

Suggested Citation

  • Tamara Gajić & Dragan Vukolić & Jovan Bugarčić & Filip Đoković & Ana Spasojević & Snežana Knežević & Jelena Đorđević Boljanović & Slobodan Glišić & Stefana Matović & Lóránt Dénes Dávid, 2024. "The Adoption of Artificial Intelligence in Serbian Hospitality: A Potential Path to Sustainable Practice," Sustainability, MDPI, vol. 16(8), pages 1-26, April.
    • Handle: RePEc:gam:jsusta:v:16:y:2024:i:8:p:3172-:d:1373312
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    References listed on IDEAS

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    Cited by:

    1. Gang Ren & Gang Wang & Tianyang Huang, 2025. "What Influences Potential Users’ Intentions to Use Hotel Robots?," Sustainability, MDPI, vol. 17(12), pages 1-30, June.

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