| Title: | Adoption of artificial intelligence in micro and small hospitality enterprises : the role of organisational characteristics and managers' attitude toward AI in relation to operating revenues |
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| Authors: | ID Kukanja, Marko (Author)
ID Planinc, Tanja (Author) |
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| Files: |  RAZ_Kukanja_Marko_2025.pdf (1,05 MB)
MD5: 22F8927DA2C82B7F629FE22C0B110745
 https://www.mdpi.com/2673-5768/6/5/268
Description: Prost dostop
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| Language: | English |
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| Work type: | Article |
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| Typology: | 1.01 - Original Scientific Article |
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| Organization: | FTŠ Turistica - Turistica – College of Tourism Portorož
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| Abstract: | This study examines the adoption of artificial intelligence (AI) among micro and small hos- pitality enterprises in Slovenia, a small EU economy where digital transformation remains limited. It explores how organisational characteristics and managers’ attitudes toward AI are related to its adoption and firms’ operating revenues. Data were collected from 286 accommodation and food-and-beverage enterprises through a structured questionnaire completed by managers or owner–managers, complemented by secondary official financial data. Using ordinary least squares regression, the analysis examined associations among organisational characteristics, managerial attitudes, AI use intention and adoption, and financial performance. The results indicate that firm size and structural features alone are not closely linked to digital transformation. AI adoption shows stronger associations with managers’ positive attitudes and with factors such as non-family ownership and smaller firm size. The overall General Attitudes toward AI Scale (GAAIS) score showed no direct relationship with revenue, but two specific items—enthusiasm for AI and recognition of business opportunities—were positively associated with higher revenues. Among AI tools, only smart text editors and CRM systems were statistically associated with revenues, suggesting that better-performing firms are more likely to use simpler, more affordable technologies. The study provides contextual evidence on behavioural and organisational dimensions of AI adoption in resource-constrained hospitality SMEs |
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| Publication version: | Version of Record |
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| Publication date: | 06.12.2025 |
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| Year of publishing: | 2025 |
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| Number of pages: | str. 1-23 |
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| Numbering: | Vol. 6, issue 5, [article no.] 268 |
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| PID: | 20.500.12556/RUP-22669  |
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| UDC: | 640.6 |
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| ISSN on article: | 2673-5768 |
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| DOI: | 10.3390/tourhosp6050268 |
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| COBISS.SI-ID: | 260905987 |
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| Publication date in RUP: | 18.02.2026 |
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| Views: | 27 |
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| Downloads: | 2 |
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