Generative AI (GAI) adoption in hotels and resorts: understanding competitive advantage using longitudinal & multi-group study

This study examines the use of Generative AI (GAI) in the hospitality industry, particularly in hotels and resorts. It investigates the implications of GAI towards the competitive advantage, firm performance, and organisation’s performance. Employing the Technological-Organizational-Environmental (TOE) framework, this study further explains how narcissism moderates the relationship between the factors that assist in adopting GAI and GAI’s moderating effect on the overall competitive positioning and organisational outcomes. The study uses longitudinal analysis to shed some light about the influences related to GAI adoption, including the level of technological readiness in the organisation, as well as certain individual traits. The managers and owners will leverage these insights, addressing how GAI enhances operational efficiency, customer experience, and competitiveness in the hospitality industry context. This study combines the Technology-Organization-Environment (TOE) framework with the personality trait of narcissism to analyse the factors driving Generative AI adoption in the hospitality sector on different levels. Using a longitudinal approach, it provides new understanding of the impact of leadership characteristics on strategic technologies and management decisions, underscoring the value of leveraging GAI for sustained competitive edge and enhanced organisational efficiency.