Implementace a dopady AI technologií v hotelnictví: pohled hotelového personálu

This thesis deals with the use of AI technologies in the hotel industry from the perspective of hotel employees. Its aim is to analyse how selected factors influence employees' intention to use AI technologies and whether this intention is also reflected in their actual behaviour. The theoretical framework for the analytical part of the thesis is based on the UTAUT model, which identifies the main factors of intention to use and actual use. Based on the theoretical assumptions of the model and the context of the hospitality industry, six hypotheses were formulated. The quantitative research was conducted in the form of a questionnaire survey among employees of four- and five-star hotels in Prague. The collected data was analysed using linear regression analysis, Spearman's correlation, and the chi-square test. The qualitative part expands on the quantitative research and includes an analysis of semi-structured interviews. The results show that performance expectancy and effort expectancy are significant predictors of the intention to use AI and have a moderately strong positive effect. In contrast, the social influence factor is statistically insignificant. Use behaviour shows a weak and negative relationship with the intention to use AI technology, even with the facilitating condition factor. In terms of job positions, actual usage among employees does not differ. The thesis highlights that in the hotel industry, the development of AI technologies is particularly significant in terms of increasing the efficiency of work activities, optimizing operations, speeding up processes, and saving time. The thesis emphasizes that personal interaction between employees and guests remains a key aspect that should not be replaced by technology.