How Do Artificial Intelligence Applications in Hotels Influence Customers’ Perceived Value and Satisfaction? Evidence from a Customer Perception Theory Perspective

Authors

• Han Cheng Chang, School of Culture Tourism, Guangdong University of Finance and Economics, 21 Luntou Road, Guangzhou 510320, Guangdong, P.R. ChinaFollow
• Chiung Ying Wu, College of Management, National Sun Yat-sen University, 70 Lianhai Road, Kaohsiung 804, TaiwanFollow
• Zihan Chen, Guangdong University of Finance, 527 Yinfu Road, Guangzhou, 510521, ChinaFollow
• Jinghui Chen, School of Culture Tourism, Guangdong University of Finance and Economics, 21 Luntou Road, Guangzhou 510320, Guangdong, P.R. ChinaFollow

Abstract

Based on customer perception theory, this study uses a mixed-method approach—analyzing 3,755 online reviews and 202 surveys—to examine how hotel AI applications influence customer satisfaction. Findings show that evaluations follow an “attribute-emotion” pattern, with service quality and hygiene remaining primary concerns. Hotel intelligence depends on stable AI integration with service processes rather than just adding smart devices, which face issues like poor system linkage. Public services highlight a strong expectation for rapid response and “AI + human” collaboration. Survey results confirm that functional, hedonic, and social values significantly predict satisfaction, supporting the “customer perception → perceived value → satisfaction” pathway. Hedonic value exerts the greatest effect, while social value shows the strongest correlation. The study suggests hotels enhance experience coordination and privacy governance.

Recommended Citation

Chang, Han Cheng; Wu, Chiung Ying; Chen, Zihan; and Chen, Jinghui, "How Do Artificial Intelligence Applications in Hotels Influence Customers’ Perceived Value and Satisfaction? Evidence from a Customer Perception Theory Perspective" (2026). ICEB 2026 Proceedings (Beijing, China). 47.
https://aisel.aisnet.org/iceb2026/47