AI-driven human-centered innovation in smart hotels: transforming guest experiences through technological collaboration

This study investigates how perceived anthropomorphism and warmth in contactless technologies influence connectedness to the servicescape and continued usage intention toward AI-assisted contactless technologies in smart hotels. Grounded in parasocial relationship theory and real options theory, a continued usage intention model is developed and empirically tested using partial least squares structural equation modeling (PLS-SEM) based on 403 valid responses. The findings reveal that smart hotels implementing anthropomorphic AI-assisted contactless technologies can effectively differentiate themselves from competitors and foster stronger brand loyalty. Guests are more likely to favor hotels that provide personalized, human-like experiences through intelligent contactless systems. Furthermore, the integration of artificial intelligence enhances service capabilities, signaling technological innovation and strengthening the hotel’s competitive positioning in the evolving hospitality landscape.