Knowledge, attitude and practice (KAP) of hotel employees about artificial intelligence usage in hotels: A case study of Katsina metropolis

Abstract

The study focused on assessing the knowledge, attitude, and practice of hoteliers on artificial intelligence usage to hotel profitability in Katsina State. Information related to potentials of artificial intelligence as marketing tool as well as its profit-making potentials was reviewed. The study was conducted within Katsina State and cross-sectional type of survey was adopted in conducted the study. Five large hotels within the state with a population of 216 staff were used and purposive as well as proportionate random sampling methods were used to come up with 160 respondents as the sample size for the study. Information was retrieved from the selected respondents using a four-point likert scale. The collected data was subjected descriptive statistics for the analysis. It was indicated that majority of the respondents are male and are of the age between 31-40 years. With a mean score of 2.79, it was identified that artificial intelligence is new to many people and professions, but they are realising its importance. It was also considered at a mean score of 2.90 to serve as a tool for curtailing human errors and it is faster than human in its operations. It was further proven at a mean score of 2.78 to be a tool hotels are using in solving many of their marketing problems. The study concluded that hotels are aware about artificial intelligence and its marketing as well as profitability potentials, but some are sceptical about accepting it to be their marketing tool. It was recommended that hotels should be enlightened on any advancement in technology such as artificial intelligence that can benefit their business as well as marketing operations .