Examining the Impact of Entrepreneurial Orientation, Self-Efficacy, and Perceived Business Performance on Managers’ Attitudes Towards AI and Its Adoption in Hospitality SMEs

Abstract

In the competitive hospitality sector, the adoption of Artificial Intelligence (AI) is essential for enhancing operational efficiency and improving customer experiences. This study explores how key entrepreneurial traits—Entrepreneurial Orientation (EO), Entrepreneurial Self-Efficacy (ESE), and Perceived Business Performance (PBP)—influence managers’ attitudes toward adopting AI in small- and medium-sized enterprises (SMEs). Ts research utilizes data from 287 respondents, gathered through field research with a survey designed to measure the relationships among constructs, employing structural equation modeling (SEM) for analysis. Results reveal that PBP and certain ESE dimensions, such as Initiating Investor Relationships and Developing New Products, have only a modest positive effect on AI adoption. In contrast, EO—specifically Proactiveness and Innovativeness—exhibits a weak negative impact. Importantly, none of these factors directly affect managers’ attitudes toward AI. Instead, this study highlights that managers’ positive attitudes are the strongest predictors of AI adoption, aligning with the Technology Acceptance Model (TAM). The findings offer new insights into key entrepreneurial factors driving AI adoption and emphasize the need for targeted education and supportive policies to facilitate AI integration in hospitality SMEs. Fostering a positive perspective on AI is more important for adoption than overcoming skepticism, as negative attitudes do not influence AI adoption.