Hi Alexa, do hotel guests have privacy concerns with you?: A cross-cultural study

• Published in: Journal of hospitality marketing & management Vol. 33; no. 3; pp. 360 - 383
• Main Authors: Kim, Jungsun (Sunny), Erdem, Mehmet, Kim, Boran
• Format: Journal Article
• Language: English
• Published: Routledge 02.04.2024
• Subjects: guestroom technology; hospitality technology; information privacy concern; privacy calculus model; trust; Voice artificial intelligence (AI)
• ISSN: 1936-8623; 1936-8631
• DOI: 10.1080/19368623.2023.2251157

The purpose of this study is to examine the relationships among customer trust toward voice Artificial Intelligence (AI) in guestrooms, information privacy concerns associated with this technology, intention to use, and intention to stay at a hotel providing this technology. This study further examined whether the research model can be applied to different cultures by collecting data from U.S. and Singaporean customers. The hypotheses were tested via structural equation modeling and multiple-group analysis. The findings indicated that trust toward voice AI had a positive effect on intention to use this technology in both groups, and this effect was stronger for the U.S. group. Concern of information collection via voice AI had a negative effect on intention to use in both groups, and this effect was stronger for the Singaporean group. Intention to use voice AI in guestrooms was positively related to intention to stay at a hotel providing this technology.