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

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.