Exploring the Role of Generative Artificial Intelligence Among Employees in the Hospitality Sector: Insights from an Extension of the Job Demands–Resources Theory

Abstract Understanding the role of artificial intelligence (AI) in sustaining employees’ work behavior in the hospitality sector is increasingly crucial as these technologies become more integrated into daily workplace activities. Drawing from the extended job demands–resources (JD–R) theory, this study investigates the relationship between JD–R constructs and their sequential effects on burnout, work engagement, well-being, and performance among hotel employees in the context of the hospitality sector. This research also assesses generative AI (i.e., ChatGPT) as a moderating factor, as strongly recommended by previous influential studies to provide significance. Through purposive sampling and electronic questionnaires data collection, a total of 285 eligible hotel employees in several big cities in Indonesia were selected as respondents. Results from Partial Least Squares-Structural Equation Modeling (PLS-SEM) showed that job demands had a significant impact on burnout and well-being. Furthermore, job resources had a notable impact on work engagement, yet did not affect well-being. Work engagement and burnout significantly affected employee well-being, subsequently influencing the performance of hotel employees in Indonesia. Moreover, the moderating effect of generative AI in strengthening and reducing the relationship was also confirmed. The research findings have implications for the development of strategies in the rapidly evolving landscape of AI-driven workplaces in hospitality and tourism settings.