The Effect of Psychological Flow State on Guest Advocacy for AI-Enabled Services in Five-Star Hotels: The Mediating Role of Continuous Experience

Document Type : Original Article

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Hotel Management Department - Faculty of Tourism and Hotels - Suez Canal University

Abstract

This paper seeks to propose a conceptual framework to enhance the ability of hotel establishments to employ artificial intelligence applications in their services and products in light of psychological flow theory. This theory refers to how any person integrates into his/her movement and performance activity and flow, like the way water stream flows. In turn, flow represents a decisive factor in forming meaning of life and adding significance and value. The existing paper also highlights the mediating role of continuous experience between flow state and guest advocacy, which refers to the influential communication created by existing guests to influence potential guests. The descriptive analytical approach was used for data derived from 299 guests of five-star hotels in the Suez Canal axis region. Findings proved that there is a positive effect of continuous experience as a mediator between flow state and guest advocacy for hotel brands. Results recommended several recommendations for hotels to activate distinguished services to establish more exciting experiences (e.g., digital concierge and chatbots) due to their positive effects in enhancing marketing aspects of brands and maximizing positive psychological aspects of guests at the same time.






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