Abstract
The research by Huang, Ozturk, Zhang, de la Mora Velasco, and Haney reveals a compelling insight: enjoyment—not just efficiency—is a key driver of whether guests will continue using AI in hospitality and tourism. By expanding the expectation-confirmation model, the study shows that perceived enjoyment, alongside performance and satisfaction, plays a pivotal role in shaping future use intentions. This shift toward hedonic value reframes how hoteliers and tourism professionals should design and promote AI services. The findings suggest that delight, fun, and emotional resonance are just as important as functionality when it comes to long-term engagement with AI-powered experiences.
Original Article
Huang, A., Ozturk, A. B., Zhang, T., de la Mora Velasco, E., & Haney, A. (2024). Unpacking AI for hospitality and tourism services: Exploring the role of perceived enjoyment on future use intentions. International Journal of Hospitality Management, 119, 103693.
Recommended Citation
Huang, Arthur; Ozturk, Ahmet Bulent; Zhang, Tingting; de la Mora Velasco, Efren; and Haney, Adam
(2026)
"The Pleasure Principle: Why Enjoyment May Be The Missing Link in AI Adoption,"
Rosen Research Review: Vol. 5:
Iss.
1, Article 1.
Available at:
https://stars.library.ucf.edu/rosen-research-review/vol5/iss1/1
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