Customer Ability Readiness and Intention to Purchase Using AI in Tourism and Hospitality Businesses: The Mediating Roles of Trust in AI and Customer Engagement

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dc.contributor.authorAl-Romeedy, Bassam
dc.contributor.authorKhairy, Hazem
dc.contributor.authorBaquero, Asier
dc.date2025
dc.date.accessioned2026-04-20T07:53:15Z
dc.date.available2026-04-20T07:53:15Z
dc.descriptionThe study investigates the impact of customer ability readiness (CAR) on intention to purchase using AI (IPAI) in tourism and hospitality businesses, focusing on the mediating roles of customer trust in AI (TAI) and customer engagement (CE). An online survey was conducted to gather data from customers who have experienced using AI in online flights and hotel booking. The PLS-SEM approach was used to analyze 602 valid responses, which were processed using WarpPLS statistical software 7.0. The findings show that CAR positively affects customers' IPAI, TAI, and CE. In addition, customers' IPAI is positively affected by TAI and CE. Furthermore, the findings found that TAI and CE significantly mediate the CAR→IPAI relationship. The study enhances the Technology Acceptance Model (TAM) by enhancing our understanding of the factors influencing AI adoption in the tourism and hospitality sectors. The study also suggests that tourism and hospitality businesses should focus on improving customer readiness to adopt AI technologies.es_ES
dc.description.abstract[Resumen no disponible]es_ES
dc.identifier.citationAl-Romeedy, B. S., Khairy, H. A., Jasim, T. A., & Baquero, A. (2025). Customer Ability, Readiness, and Intention to Purchase Using AI in Tourism and Hospitality Businesses: The Mediating Roles of Trust in AI and Customer Engagement. In V. Rana, G. Bathla, A. Raina, & D. Chhabra (Eds.), Transforming the Service Sector With New Technology (pp. 145-166). IGI Global Scientific Publishing. https://doi.org/10.4018/979-8-3693-7447-4.ch010es_ES
dc.identifier.doihttps://doi.org/10.4018/979-8-3693-7447-4.ch010
dc.identifier.isbn9798369374474
dc.identifier.isbn9798369374481
dc.identifier.isbn9798369374498
dc.identifier.urihttps://reunir.unir.net/handle/123456789/19495
dc.language.isoenges_ES
dc.publisherIGI Globales_ES
dc.relation.urihttps://www.igi-global.com/chapter/customer-ability-readiness-and-intention-to-purchase-using-ai-in-tourism-and-hospitality-businesses/378710es_ES
dc.rightsrestrictedAccesses_ES
dc.subjectcustomer ability readinesses_ES
dc.subjectintention to purchasees_ES
dc.subjecttrust in AIes_ES
dc.subjectcustomer engagementes_ES
dc.titleCustomer Ability Readiness and Intention to Purchase Using AI in Tourism and Hospitality Businesses: The Mediating Roles of Trust in AI and Customer Engagementes_ES
dc.typebookPartes_ES
opencost.publication.doihttps://doi.org/10.4018/979-8-3693-7447-4.ch010
reunir.tag~OPUes_ES

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