Citation

Alam, Syed Shah and Kokash, Husam Ahmad and Ahsan, Mst. Nilufar and Ahmed, Saif (2025) Relationship between technology readiness, AI adoption and value creation in hospitality industry: Moderating role of technological turbulence. International Journal of Hospitality Management, 127. p. 104133. ISSN 02784319

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Abstract

This study explores the relationship between technology readiness, AI adoption, dynamic capabilities, sustainable competitive advantage, and technological turbulence, assessing their collective impact on value creation within the Malaysian hospitality industry. Employing the Resource-Based View, Dynamic Capabilities Framework, and Contingency Theory, the research analyzes these strategic elements' roles in enhancing organizational performance. Using stratified purposive sampling, data was collected from 336 respondence. Structural equation modeling was utilized to analyze the relationships among the constructs. The results reveal that technology readiness and AI adoption positively influence value creation, with AI adoption playing a direct role in enhancing organizational capabilities and efficiencies. Interestingly, dynamic capabilities exhibited a complex impact, initially impeding value creation due to transitional challenges, but ultimately proving crucial in navigating technological turbulence. Sustainable competitive advantage emerged as a significant mediator, translating AI adoption and dynamic capabilities into enhanced value creation. However, the moderating effects of technological turbulence were selective, significantly influencing only the relationship between dynamic capabilities and value creation. These findings underscore the nuanced interplay between strategic resources and environmental factors in driving value creation in a technologically evolving industry.

Item Type:	Article
Uncontrolled Keywords:	Artificial intelligence adoption, Value creation, Technology readiness, Dynamic capabilities, Technological turbulence
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD2321-4730.9 Industry
Divisions:	Faculty of Management (FOM)
Depositing User:	Ms Suzilawati Abu Samah
Date Deposited:	12 Mar 2025 00:58
Last Modified:	12 Mar 2025 00:58
URII:	http://shdl.mmu.edu.my/id/eprint/13615

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