An Embodied Cognition Approach to AI Adoption in Hospitality: Integrating Sensorial Perception, Emotional Activation, and Behavioral Outcomes

Document Type : Original Article

Authors

1 كلية السياحة والفنادق- جامعة الاقصر

2 Associate professor, Hotel Management Department, Beni Suief University

Abstract

This study examines the factors influencing the adoption of AI technologies in the hospitality sector, focusing on key variables such as sensory perception, sensory realism, anthropomorphism, cognitive appraisal, emotional activation, intention to adopt, willingness to recommend, and actual usage. An online questionnaire was distributed to 400 Egyptian consumers to capture their perceptions and attitudes towards AI in hospitality settings. The results reveal that both emotional and cognitive factors play a significant role in consumers' intention to adopt AI, with sensory realism and anthropomorphism positively influencing user satisfaction and engagement. This research contributes to a deeper understanding of AI adoption in the hospitality industry, offering practical implications for industry practitioners aiming to enhance customer experiences and optimize service delivery. The study also lays the groundwork for future research in technology acceptance and the transformative impact of AI on hospitality services.

Keywords: Embodied Cognition Approach, Artificial Intelligence, Hospitality, Integrating Sensorial Perception, Emotional Activation, Behavioral Outcomes.

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