Insights into Slovenian Hospitality SME Managers' Attitudes toward AI

his study explores the attitudes of Slovenian hospitality SME managers toward artificial intelligence (AI), with a focus on how their demographic characteristics (DC) and the physical characteristics (PC) of SMEs influence these attitudes. The study used a structured questionnaire and convenience sampling. Using data from 288 managers, it identifies both positive and negative perspectives on AI within a sector undergoing digital transformation. The findings reveal quite balanced attitudes, with both positive and negative experiences being recognized, though there is a slight tendency towards a more negative perspective. Managers’ DC play a more significant role in shaping attitudes than SMEs’ PC. Younger and less experienced managers tend to be more optimistic and enthusiastic about AI adoption, while older and more experienced managers are generally more sceptical. Family-owned businesses, which represent 61% of the sample, recognize some of AI’s potential benefits but primarily express more concerns about its use compared to non-family-owned businesses. SMEs with more employees and those operating in more competitive environments demonstrate a stronger propensity to adopt AI. This study highlights key barriers to AI adoption in hospitality SMEs, emphasizing the need for targeted education and training programmes, particularly for older managers and those with limited exposure to digital (AI) tools. Promoting awareness of AI’s benefits through practical demonstrations and best practice examples can reduce resistance and foster more positive attitudes. By addressing these challenges, the hospitality sector can enhance its digital transformation in an increasingly technology-driven environment.