Escrever uma avaliação PREreview

This study investigates the impact of Artificial Intelligence (AI), Internet of Things (IoT), and data analytics on operational efficiency and tourist experiences within Saudi Arabia’s hospitality sector, adopting the Technology Acceptance Model (TAM) as the theoretical framework. A quantitative, survey-based methodology was employed, targeting hospitality professionals, with 197 valid responses collected. Adopting the purposive sampling technique, these participants were approached through professional networks on LinkedIn, referrals from industry contacts, and targeted outreach via hospitality associations and forums from key cities such as Riyadh, Jeddah, and Al Khobar. Structural Equation Modelling (SEM) was conducted using Smartpls 4.0 to evaluate measurement and structural models. The results indicate that AI significantly improves tourist experiences but shows no substantial influence on operational efficiency. IoT demonstrates a strong positive impact on both tourist experiences and operational efficiency, while data analytics significantly enhances both outcomes, with notable effect sizes. These contributions advance technology adoption literature by empirically validating TAM within a hospitality context and demonstrating context-specific pathways of technology-driven service improvement. Practically, the findings guide hospitality managers in leveraging these tools to personalise services, streamline operations, and boost sector competitiveness in alignment with Saudi Arabia’s national vision. Future research should explore longitudinal impacts of emerging technologies on evolving tourist preferences and industry sustainability.