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Academic ResearchNovember 9, 2026Information Technology & Tourism (Springer), Vol. 28, Article 82

What drives AI use in small hospitality firms? An integrated framework of diffusion of innovation, technology–organization–environment, dynamic capabilities and behavioral reasoning

Small hospitality firms need more than access to AI. This study links adoption with internal support, market pressures and perceived benefits, while budgets, complexity and skepticism remain barriers. AI use is positively associated with firm performance.

Authors

Abu Elnasr E. Sobaih, Ahmed Mohamed Hasanein, Ahmed E. Abu Elnasr

Article content

What the paper studied

The authors combine four perspectives to examine organizational, environmental, technological and behavioral conditions associated with AI use in small hospitality enterprises, particularly in developing economies.

Key findings

  • Internal support, external pressure, perceived advantages, enjoyment and social influence encourage AI use.
  • Limited resources, perceived cost, complexity and skepticism constrain it.
  • AI use is positively associated with business performance.

Why it matters for hospitality

Small operators may benefit from affordable tools that are straightforward to implement, backed by practical support and evidence of value. Vendors should address adoption barriers as well as technical capabilities.

Evidence limits

This summary draws on the publicly accessible publisher abstract, not the subscription-only full text. The reported relationships do not establish that adopting AI causes better performance.

Tags

Artificial IntelligenceTechnology AdoptionHotel OperationsHospitality Management
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