FACTORS AFFECTING THE INTENTION OF USING AI HOTEL SERVICE OF THAI TOURISTS CLASSIFIED BY PERSONAL CHARACTERISTICS
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Abstract
This research aimed to study and compare the factors affecting the intention of using AI hotels of Thai tourists classified by personal information. The instrument was the questionnaire. The samples were four hundred twenty-one of Thai tourists who traveled and used hotel service using convenience sampling. The statistical analyses were frequency, percentage, mean, standard deviation, and analysis of structural equations. The results showed that the attitudes and subjective norm affected the intention of using AI hotels with 0.01 statistical significance. Subjective norm, perceived ease of use of technology, perceived benefit affected the attitudes with 0.01 statistical significance respectively. Technology anxiety had a negative effect on the attitudes with 0.01 statistical significance. The perceived ease of use had an effect on the perceived benefit of technology with 0.01 statistical significance. While the attachment to traditional service did not affect attitudes and intention of using AI hotels. Thai tourists with different personal characteristics had different factors affecting intention in using AI hotels differently with statistical significance.
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