Impacts of artificial intelligence on hotel operations: face recognition in Vietnam

This study explores the adoption of facial recognition (FR) technology in hotel operations and services across various job roles. Given FR’s technological nature and the human-centric focus of hotels, perceived product and process innovations are key factors influencing its adoption. The study examines how these factors and workplace dynamics, such as organizational support and job stress, impact FR adoption. Experimental trials provided first-hand experiences with FR prototypes, and surveys assessed hoteliers’ perceptions of the benefits. Structural equation modelling tested the research model. Findings show that successful FR adoption in hotels relies on process innovation, supported by organizational and employee backing, leading to improved variety, quality, efficiency, and growth in hotel services.