Guest Acceptance of Smart and AI-Enabled Hotel Services in an Emerging Market: Evidence from Albania

Abstract

The rapid integration of artificial intelligence (AI) and smart technologies is transforming hospitality operations, yet guest acceptance remains uneven, shaped by utilitarian, experiential, ethical, and cultural evaluations. This study develops and empirically tests a multicomponent framework to explain how these factors jointly influence two behavioral outcomes: whether AI-enabled features affect hotel choice and whether guests are willing to pay a premium. A cross-sectional survey of 689 hotel guests in Tirana, Albania, an emerging hospitality market and rapidly growing tourist destination in the Western Balkans, was analyzed using cumulative link models, partial proportional-odds models, nonlinear and interaction extensions, and binary robustness checks. Results show that prior experience with smart or AI-enabled hotels, higher awareness, and trust in AI, especially trust in responsible data handling, consistently increase both acceptance and willingness to pay. Perceived value, operationalized through the breadth of identified benefits and desired features, also exhibits robust positive effects. In contrast, privacy concerns selectively suppress strong acceptance, particularly financial willingness, while cultural–linguistic fit and support for human–AI collaboration contribute positively but modestly. Interaction analyses indicate that trust can mitigate concerns about reduced personal touch. Open-ended responses reinforce these patterns, highlighting the importance of privacy, human interaction, and staff–AI coexistence. Overall, findings underscore that successful AI adoption in hospitality requires aligning technological innovation with ethical transparency, experiential familiarity, and cultural adaptation.