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master's thesis
Percepcija korisnika o umjetnoj inteligenciji u hotelijerstvu
2024.
Mesaroš, Marija
University of Rijeka
Faculty of Tourism and Hospitality Management

Cite this document

Mesaroš, M. (2024). Percepcija korisnika o umjetnoj inteligenciji u hotelijerstvu (Master's thesis). Opatija: University of Rijeka, Faculty of Tourism and Hospitality Management

Mesaroš, Marija. "Percepcija korisnika o umjetnoj inteligenciji u hotelijerstvu." Master's thesis, University of Rijeka, Faculty of Tourism and Hospitality Management, 2024

Mesaroš, Marija. "Percepcija korisnika o umjetnoj inteligenciji u hotelijerstvu." Master's thesis, University of Rijeka, Faculty of Tourism and Hospitality Management, 2024

Mesaroš, M. (2024). 'Percepcija korisnika o umjetnoj inteligenciji u hotelijerstvu', Master's thesis, University of Rijeka, Faculty of Tourism and Hospitality Management, accessed 28 January 2025

Mesaroš M. Percepcija korisnika o umjetnoj inteligenciji u hotelijerstvu [Master's thesis]. Opatija: University of Rijeka, Faculty of Tourism and Hospitality Management; 2024 [cited 2025 January 28]

M. Mesaroš, "Percepcija korisnika o umjetnoj inteligenciji u hotelijerstvu", Master's thesis, University of Rijeka, Faculty of Tourism and Hospitality Management, Opatija, 2024.

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Metadata
TitlePercepcija korisnika o umjetnoj inteligenciji u hotelijerstvu
Title (english)Customer perception of artificial intelligence in the hotel industry
AuthorMarija Mesaroš
MentorAna Čuić Tanković (mentor)
GranterUniversity of Rijeka
Faculty of Tourism and Hospitality Management
Opatija
Defense date and country2024-09-19, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Abstract
Umjetna inteligencija (AI) brzo je evoluirala iz teorijskog pojma u snažnu silu koja mijenja suvremeno društvo te pronalazi primjenu u sektoru hotelijerstva. Ugostiteljski i turistički sektor sve češće primjenjuje napredne tehnologije, uključujući umjetnu inteligenciju i robotiku, kako bi unaprijedio usluge te optimizirao iskustva korisnika. Iako umjetna inteligencija donosi prednosti u vremenima nedostatka osoblja, također nosi rizik od negativnih reakcija gostiju. Navedeni rizik daje povod za daljnje istraživanje. Teorijski segment rada promatra postojeću literaturu te pojam umjetne inteligencije, povijest razvoja iste, njezinu primjenu u različitim sektorima te prikazuje pregled trenutne primjene umjetne inteligencije (AI) u sektoru hotelijerstva i turizma. Za potrebe ovog diplomskog rada provedeno je primarno istraživanje na temelju nastalih promjena u sektoru hotelijerstva potaknutih primjenom umjetne inteligencije, istražuje percepciju korisnika hotelijerskih usluga o umjetnoj inteligenciji te namjeru korištenja AI uređaja u hotelijerstvu. U istraživanju su ispitani percepcija i stavovi korisnika prema umjetnoj inteligenciji te njihov utjecaj na namjeru korištenja AI uređaja u hotelijerstvu. Prilikom prikazivanja i interpretacije rezultata korištene su deskriptivne statističke metode te linearna regresijska analiza. Rezultati istraživanja ukazuju na to da, iako korisnici pokazuju interes i spremnost za korištenje AI uređaja u hotelijerstvu, prisutan je određeni skepticizam, posebno u pogledu emocionalnih aspekata usluge i povjerenja u AI uređaje.
Abstract (english)
Artificial Intelligence (AI) has rapidly evolved from a theoretical concept into a powerful force transforming modern society, with its application extending into the hospitality sector. The hospitality and tourism sector increasingly utilizes advanced technologies, including artificial intelligence and robotics, to enhance services and optimize customer experiences. While AI offers advantages, especially during times of staff shortages, it also presents the risk of negative guest reactions, a concern that warrants further investigation. The theoretical section of this paper reviews existing literature, explores the concept and history of AI, its application across various sectors, and provides an overview of the current use of AI in the hospitality and tourism industries. For the purposes of this thesis, primary research was conducted to examine the changes in the hotel industry driven by the adoption of AI. The study explores customer perceptions of AI in hospitality services and their willingness to use AI devices in hotels. It investigates users’ attitudes toward AI and how these perceptions influence their willingness to adopt AI devices in the hospitality sector. Descriptive statistical methods and linear regression analysis were employed to present and interpret the research findings. The results indicate that while customers show interest and willingness to use AI devices in hotels, there is a degree of skepticism, particularly regarding the emotional aspects of service and trust in AI devices.
Keywords
Keywords (english)
Languagecroatian
Study programmeTitle: Marketing in tourism
Study programme type: university
Study level: graduate
Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence Attribution 4.0 International (CC BY 4.0) icon
Created on2024-09-15 12:23:29