20.500.12556/RUP-22835 Corporate social responsibility practices, managerial attitudes toward artificial intelligence, and AI adoption in micro and small restaurant SMEs In hospitality SMEs, digital transformation is increasingly linked to sustainability goals. However, evidence on how corporate social responsibility (CSR) relates to the adoption of artificial intelligence (AI) in owner-managed firms remains limited. This study ex- amines CSR practices, managerial attitudes toward AI, and AI adoption in micro and small restaurant SMEs in a small European Union (EU) economy. Using survey data from 157 Slovenian restaurant SMEs and structural equation modelling, CSR is conceptualised as an enacted, practice-based orientation. At the same time, managerial attitudes toward AI are modelled as the key mechanism preceding adoption. Results reveal an asymmet- ric relationship between CSR and AI. Employee-related CSR practices, which are mainly institutionalised, do not significantly influence managerial AI attitudes. In contrast, en- vironmental CSR practices are negatively associated with AI attitudes, indicating more cautious evaluations among environmentally responsible managers. Managerial attitudes toward AI are positively and significantly associated with AI adoption, confirming their central role in adoption decisions. Financial performance, measured by objective revenue data, does not emerge as a direct outcome of AI adoption but rather operates as a contex- tual condition shaping how CSR practices relate to managerial attitudes and how those attitudes translate into adoption decisions. Overall, the findings indicate that CSR does not uniformly translate into managerial attitudes toward AI and subsequent AI adoption in restaurant SMEs. V gostinskih mikro in malih gostinskih podjetjih (MSP) je digitalna transformacija vse bolj povezana s cilji trajnosti. Vendar pa je dokazov o tem, kako je družbena odgovornost podjetij (CSR) povezana z uvajanjem umetne inteligence (UI) v podjetjih, ki jih vodijo lastniki, še vedno malo. Ta študija preučuje prakse CSR, stališča vodstva do UI ter uvajanje AI v prehrambnih gostinskih MSP v majhnem gospodarstvu Evropske unije (EU). Na podlagi anketnih podatkov 157 slovenskih gostinskih MSP in modeliranja strukturnih enačb je CSR konceptualizirana kot udejanjena, na praksah temelječa usmerjenost. Hkrati so stališča vodstva do UI modelirana kot ključni mehanizem, ki vodi k uvajanju AI. Rezultati razkrivajo asimetrično razmerje med CSR in AI. Prakse CSR, povezane z zaposlenimi, ki so večinoma institucionalizirane, nimajo pomembnega vpliva na odnos menedžerjev do umetne inteligence. Nasprotno pa so okoljske CSR prakse negativno povezane z odnosom do umetne inteligence, kar kaže na bolj previdne ocene pri okoljsko odgovornih menedžerjih. Odnos menedžerjev do umetne inteligence je pozitivno in statistično značilno povezan z uvajanjem umetne inteligence, kar potrjuje njihovo osrednjo vlogo pri odločitvah o uvajanju. Finančna uspešnost, merjena z objektivnimi podatki o prihodkih, se ne kaže kot neposreden rezultat uvajanja umetne inteligence, temveč deluje kot kontekstualni dejavnik, ki oblikuje, kako so CSR prakse povezane z odnosom menedžerjev ter kako se ti odnosi pretvarjajo v odločitve o uvajanju. Na splošno ugotovitve kažejo, da CSR ne vodi enotno do oblikovanja menedžerskih stališč do umetne inteligence in posledičnega uvajanja umetne inteligence v malih in srednje velikih gostinskih podjetjih. corporate social responsibility artificial intelligence adoption managerial attitudes restaurant SMEs sustainability financial performance družbena odgovornost podjetij sprejemanje umetne inteligence managerska stališča mala in srednja podjetja v gostinstvu trajnost finančna uspešnost true false true Angleški jezik Slovenski jezik Članek v reviji 2026-03-23 08:18:54 2026-03-23 08:19:00 2026-03-24 03:06:12 0000-00-00 00:00:00 2026 0 0 str. 1-28 iss. 6, [article no.] 3030 Vol. 18 Mar.-2 2026 0000-00-00 Zaloznikova NiDoloceno NiDoloceno 0000-00-00 0000-00-00 2026-03-19 338.48 2071-1050 10.3390/su18063030 272559107 RAZ_Kukanja_Marko_2026.pdf RAZ_Kukanja_Marko_2026.pdf 1 A768982DD990F14BFEF1D96BC06115F9 1b7f4936148a7e2e338ad6d6a8c54785171c431aa1dd1b5c012a1006672ec207 ad8a1b86-2688-11f1-9e8d-005056ac49c0 https://repozitorij.upr.si/Dokument.php?lang=slv&id=33313 https://www.mdpi.com/2071-1050/18/6/3030 1 8abf76c7-2688-11f1-9e8d-005056ac49c0 https://repozitorij.upr.si/Dokument.php?lang=slv&id=33312 Fakulteta za turistične študije - Turistica 0 0 0