WHEN AI MEETS HOSPITILITY: UNDERSTANDING CONSUMER INTENTION TOWARDS SMART RESTURANTS SERVICE

Abstract

Artificial Intelligence (AI) is fundamentally transforming how restaurants engage with consumers, moving beyond traditional way of serving to create immersive and interactive experiences. Using AI in restaurants increase the engagement of consumers during their dining experience. Customers become engaged actors instead of viewers who watch thanks to such innovation, which changes the client's experience between identification to engagement. This thesis uses a complementary research approach to bridge the gap between academic theory and real-world application: 1. A quantitative study employing Structural Equation Modelling (Smart PLS 4) to assess how AI features influence consumer behaviour in real-world contexts. In addition to identifying important research gaps, this article offers businesses practical ways for addressing AI's past, present, and future effects on restaurants.

Key Insights from the study: How AI Drives Consumer Behaviour A quantitative survey of 281 Palestinian consumers tested 6 hypotheses using Smart PLS 4, examining how distinct AI features influence consumer behaviour.

In recent years, the corporate community has made it abundantly evident how important artificial intelligence (AI) is. By the end of the primary quarters underlying the millennium, artificial intelligence, meaning the capacity using technology to perform functions that involve our actions including reasoning, is still revolutionizing sectors, companies, authorities, medicine, in addition academia (Martin et al.,2024). The research has main objective. The study focuses on examining how some key variables would affect the intention to adopt Artificial Intelligence and technologies in Restaurants. In order to do this, an experimental study was created, were participants saw a video before answering a survey. We gathered and used Structural Equation Modelling (SEM) to analyse 281 valid replies.

The results expose that there are some variables show a significant impact on consumer intentions towards the adoption of AI in restaurants. The findings show that there are relationships between food quality, service quality, information sharing of restaurants, hedonic motivation, facilitating conditions and intention. On the other hand, trust does not affect consumers’ intention to adopt AI.

By expanding our knowledge of how AI influences user behaviour and aids in the creation of providing strategies in evolving social business environments, this research provides significant insights for both academic theory and corporate practice.