From Function to Relation: Exploring the Dual Influences of Warmth and Competence on Generative Artificial Intelligence Services in the Hospitality Industry

Abstract

Generative artificial intelligence (GenAI) has emerged as a transformative force in the rapidly-evolving hospitality industry. This study examined the correlation of acceptance of GenAI services with perceived warmth and competence, and the consequent correlations with customer outcomes in the hospitality industry. Employing a Hospitality Service Dialogue System prototype, this study collected responses from 1,306 hotel guests. Perceptions of warmth and competence correlated with increased customer intention to use GenAI services and satisfaction. Satisfaction correlated significantly with customer–brand identification and attachment. The Technology Readiness Index moderated the relationships of warmth and competence with the acceptance of GenAI services. This investigation extends the stereotype content model and the behaviors from intergroup affect and stereotypes map framework by integrating them with the technology acceptance literature, unveiling service innovations enabled by technology in the hospitality industry. This study provides hotel managers, technology developers, and marketers with strategic directions for implementing GenAI.