Assessment of AI-based systems in managerial practices of selected hotels and restaurants in Nueva Ecija, Philippines
Gianne T. Justiniano & Ali Mamaclay
Abstract
This study assesses the use of AI-based systems in managerial practices of selected hotels and restaurants in Nueva Ecija, Philippines, through the lens of the Technology Acceptance Model (TAM). As AI-based systems such as property management systems (PMS) and point-of-sale (POS) systems become increasingly integrated into hospitality operations, understanding their effect on managerial roles is crucial for enhancing operational efficiency and sustaining competitive advantage. This study utilizes a quantitative descriptive approach; the research surveyed 193 managers using a modified TAM-based questionnaire to assess their perceptions of AI-based systems in terms of perceived usefulness, ease of use, and attitude toward adoption. Findings showed a high level of technology acceptance among participants, with significant agreement on AI's benefits for improving work quality, task efficiency, and productivity. Notably, the study identifies that age and frequency of AI use significantly influence perceptions of usefulness and ease of use, while attitude toward AI remains consistently positive across demographic variables. However, slight disparities in ease-of-use perceptions were noted between male and female participants. These insights underscore the necessity of tailored training programs and policy interventions that support inclusive AI adoption. The study contributes valuable regional data to the broader discourse on AI implementation in hospitality, providing evidence-based recommendations for stakeholders in tourism, education, and governance to optimize AI integration and managerial performance.
Keywords
artificial intelligence, technology acceptance model, tourism, hospitality industry
Author information & Contribution
Gianne T. Justiniano. Corresponding author. Master of Business Administration major in Hotel and Restaurant Management. Doctor of Philosophy in Business Administration Student, Wesleyan University-Philippines. Email: gianne130@gmail.com
Ali Mamaclay. Doctor of Philosophy in Business Administration. Faculty, Wesleyan University-Philippines. Email: agmamaclay@wesleyan.edu.ph
Disclosure statement
No potential conflict of interest was reported by the authors.
Funding
This work was not supported by any funding.
Institutional Review Board Statement
This study was conducted in accordance with the ethical guidelines set by the Graduate School of Wesleyan University-Philippines. The conduct of this study has been reviewed and approved by the Institutional Review Board of Wesleyan University-Philippines, and the corresponding ethical clearance was granted before data collection.
AI Declaration
AI tools were not used in writing this paper.
Notes
Acknowledgement
References
Alawami, A., Alawami, M., Obaid, A., Al-Rushaydan, M., Boudjedra, M. L., Bou-Djedra, B. E., Alharbi, M., Alzoori, H., Ab-Osaif, S., Bshir, G., Alawami, H., & Abufawr, M. (2025). A systematic review of AI-driven innovations in the hospitality sector: Implications on restaurant management. American Journal of Industrial and Business Management, 15, 30–40. https://doi.org/10.4236/ajibm.2025.151003
Amin, M. R. M., Asbi, A., Sivakumaran, V. M., Kim, J., & Septiarini, E. (2025). Artificial intelligence (AI) adoption in marketing strategies: Navigating the present and shaping the future business landscape. Social Sciences & Humanities Open, 12, Article 102048. https://doi.org/10.1016/j.ssaho.2025.102048
Amirulloh Anwar, F., Deliana, D., & Suyamto, S. (2024). Digital transformation in the hospitality industry: Improving efficiency and guest experience. International Journal of Management Science and Information Technology, 4(2), 428–437. https://doi.org/10.35870/ijmsit.v4i2.3201
Bhaskar, P., & Sharma, K. (2022). A critical insight into the role of artificial intelligence (AI) in tourism and hospitality industries. ProQuest, 15(3).
Bhuiyan, K. H., Ahmed, S., & Jahan, I. (2024). Consumer attitude toward using artificial intelligence (AI) devices in hospitality services. Journal of Hospitality and Tourism Insights, 7(2), 968–985. https://doi.org/10.1108/JHTI-08-2023-0551
Buhalis, D., Efthymiou, L., Uzunboylu, N., & Thrassou, A. (2024). Charting the progress of technology adoption in tourism and hospitality in the era of Industry 4.0. EuroMed Journal of Business, 19(1), 1–20. https://doi.org/10.1108/EMJB-11-2023-0310
Chen, A., Li, L., & Shahid, W. (2024). Digital transformation as the driving force for sustainable business performance: A moderated mediation model of market-driven business model innovation and digital leadership capabilities. Heliyon, 10(8), Article e29509. https://doi.org/10.1016/j.heliyon.2024.e29509
Chhikara, S., Singh, K., & Shrivastava, D. (2024). The role of technology in hospitality and tourism sector. International Journal of Recent Advances in Information Technology & Management, 8(1), 30–34.
Cimbaljević, M., Bajrami, D. D., Kovačić, S., Pavluković, V., Stankov, U., & Vujičić, M. (2023). Employees’ technology adoption in the context of smart tourism development: The role of technological acceptance and technological readiness. European Journal of Innovation Management. https://doi.org/10.1108/EJIM-09-2022-0516
Creswell, J. W., & Creswell, J. D. (2017). Research design: Qualitative, quantitative, and mixed methods approaches (3rd ed.). SAGE.
Damnjanović, A. M., Rašković, M., Janković, S. D., Jevtić, B., Skoropad, V. N., Marković, Z. D., Lukić-Vujadinović, V., Injac, Z., & Marinković, S. (2025). AI-enabled strategic transformation and sustainable outcomes in Serbian SMEs. Sustainability, 17(19), Article 8672. https://doi.org/10.3390/su17198672
Davis, F. D. (1986). A technology acceptance model for empirically testing new end-user information systems: Theory and results (Doctoral dissertation, Massachusetts Institute of Technology). Sloan School of Management. https://dspace.mit.edu/handle/1721.1/15192
de Kervenoael, R., Hasan, R., Schwob, A., & Goh, E. (2019). Leveraging human-robot interaction in hospitality services: Incorporating the role of perceived value, empathy, and information sharing into visitors’ intentions to use social robots. Tourism Management, 78, 104042. https://doi.org/10.1016/j.tourman.2019.104042
Díaz-Arancibia, J., Hochstetter-Diez, J., Bustamante-Mora, A., Sepúlveda-Cuevas, S., Albayay, I., & Arango-López, J. (2024). Navigating digital transformation and technology adoption: A literature review from small and medium-sized enterprises in developing countries. Sustainability, 16(14), Article 5946. https://doi.org/10.3390/su16145946
Filimonau, V., Ashton, M., Derqui, B., & Hernandez-Maskivker, G. (2025). Exploring how artificial intelligence (AI) can enable sustainability in the hospitality industry. Sustainable Development, 33(6), 9123–9143. https://doi.org/10.1002/sd.70146
Gebrekidan, T., & Tessema, W. K. (2026). Digital transformation and sustainable business performance: A bibliometric study. SN Business & Economics, 6, Article 81. https://doi.org/10.1007/s43546-026-01084-x
Hua, C., Cole, S., & Xu, N. (2021). Rethinking trust in tourism apps: The moderating effect of age. Journal of Hospitality and Tourism Technology, 12(3), 548–562. https://doi.org/10.1108/JHTT-01-2020-0013
Hussein, S. A., Mamun, A. A., Ahmed, E. M., & Rashid, N. (2022). Artificial intelligence towards hotels’ competitive advantage: An exploratory study from the UAE. Foresight, 24(5), 625–636. https://doi.org/10.1108/FS-01-2021-0014
Khlusevich, A., Inversini, A., & Schegg, R. (2024). Artificial intelligence and hospitality: A challenging relationship. In K. Berezina, L. Nixon, & A. Tuomi (Eds.), Information and communication technologies in tourism 2024 (pp. xx–xx). Springer. https://doi.org/10.1007/978-3-031-58839-6_27
Kumawat, E., Datta, A., Prentice, C., & Leung, R. (2024). Artificial intelligence through the lens of hospitality employees: A systematic review. International Journal of Hospitality Management, 124, 103986. https://doi.org/10.1016/j.ijhm.2024.103986
Limna, P. (2023). Artificial intelligence (AI) in the hospitality industry: A review article. International Journal of Computing Sciences Research, 7, 1306–1317. https://doi.org/10.25147/ijcsr.2017.001.1.103
Liu, Y., Li, Y., Song, K., & Chu, F. (2024). The two faces of artificial intelligence (AI): Analyzing how AI usage shapes employee behaviors in the hospitality industry. International Journal of Hospitality Management, 122, 103875. https://doi.org/10.1016/j.ijhm.2024.103875
Machucho, R., & Ortiz, D. (2025). The impacts of artificial intelligence on business innovation: A comprehensive review of applications, organizational challenges, and ethical considerations. Systems, 13(4), Article 264. https://doi.org/10.3390/systems13040264
Maindola, S., Bangwal, D., Singh Oberoi, S. S., & Kumar, R. (2026). Transforming hospitality 5.0: A systematic review of AI’s impact on employee experience and well-being. International Journal of Quality and Service Sciences. Advance online publication. https://doi.org/10.1108/IJQSS-09-2025-0245
Mariani, M. M., Machado, I., Magrelli, V., & Dwivedi, Y. K. (2022). Artificial intelligence in innovation research: A systematic review, conceptual framework, and future research directions. Technovation, 122, 102623. https://doi.org/10.1016/j.technovation.2022.102623
McGregor, S. (2018). Overview of research design and methods. In Overview of research design and methods (pp. 207–226). SAGE Publications, Inc. https://doi.org/10.4135/9781071802656.n8
Nagar, K. (2021). Representation of women managers in hospitality and tourism: A content analysis of related magazine articles. Gender in Management, 36(3), 329–348. https://doi.org/10.1108/GM-10-2019-0180
Nam, K., Dutt, C. S., Chathoth, P., Daghfous, A., & Khan, M. S. (2020). The adoption of artificial intelligence and robotics in the hotel industry: Prospects and challenges. Electronic Markets, 31(3), 553–574. https://doi.org/10.1007/s12525-020-00442-3
Oducado, R. M. (2020). Survey instrument validation rating scale. ResearchGate. https://doi.org/10.13140/RG.2.2.25263.59040
Pagani, M., & Pardo, C. (2017). The impact of digital technology on relationships in a business network. Industrial Marketing Management, 67, 185–192. https://doi.org/10.1016/j.indmarman.2017.08.009
Paul, J., Ueno, A., Dennis, C., Alamanos, E., Curtis, L., Foroudi, P., Kacprzak, A., Kunz, W. H., Liu, J., Marvi, R., Nair, S. L. S., Ozdemir, O., Pantano, E., Papadopoulos, T., Petit, O., Tyagi, S., Wirtz, J., et al. (2024). Digital transformation: A multidisciplinary perspective and future research agenda. International Journal of Consumer Studies, 48(2), Article e13015. https://doi.org/10.1111/ijcs.13015
Pitakaso, R., Golinska-Dawson, P., Luesak, P., Srichok, T., & Khonjun, S. (2025). Embracing open innovation in hospitality management: Leveraging AI-driven dynamic scheduling systems for complex resource optimization and enhanced guest satisfaction. Journal of Open Innovation: Technology, Market, and Complexity, 11(1), Article 100487. https://doi.org/10.1016/j.joitmc.2025.100487
Rashid, A. B., & Kausik, M. A. K. (2024). AI revolutionizing industries worldwide: A comprehensive overview of its diverse applications. Hybrid Advances, 7, Article 100277. https://doi.org/10.1016/j.hybadv.2024.100277
Rubio-Andrés, M., Linuesa-Langreo, J., Gutiérrez-Broncano, S., & Sastre-Castillo, M. Á. (2024). Tackling digital transformation strategy: How it affects firm innovation and organizational effectiveness. The Journal of Technology Transfer, 50(5), 1893–1918. https://doi.org/10.1007/s10961-024-10164-9
Shafik, W., Tufail, A., Liyanage, C. D. S., & Apong, R. A. A. H. M. (2024). Internet of Things (IoTs): Smart hotels and connected experience. In A. Ben Youssef, P. K. Dutta, R. Doshi, & M. Sajnani (Eds.), AI, blockchain, and metaverse in hospitality and tourism industry 4.0 (1st ed.). Chapman & Hall/CRC. https://doi.org/10.1201/9781032706474
Shakil, M. M., Halimuzzaman, M., Khan, A. U. Z., & Fardous, J. (2025). The impact of artificial intelligence on business strategy: Redefining competitive advantage in the digital era. Journal of Information Technology, Cybersecurity, and Artificial Intelligence, 2(3), 1–16. https://doi.org/10.70715/jitcai.2025.v2.i3.024
Shao, S., Shao, Z., & Xiong, Y. (2026). The influence of AI capability on enterprise competitive advantage: The mediating effect of business model innovation. Journal of Enterprise Information Management. Advance online publication. https://doi.org/10.1108/JEIM-08-2024-0453
Shonubi, O. A. (2025). Innovation challenges of digital transformation: Transitioning legacy to the future. Sustainable Futures, 10, Article 100971. https://doi.org/10.1016/j.sftr.2025.100971
Sousa, A. E., Cardoso, P., & Dias, F. (2024). The use of artificial intelligence systems in tourism and hospitality: The tourists’ perspective. Administrative Sciences, 14(8), Article 165. https://doi.org/10.3390/admsci14080165
Taherdoost, H. (2022). What are different research approaches? Comprehensive review of qualitative, quantitative, and mixed method research, their applications, types, and limitations. Journal of Management Science & Engineering Research, 5(1), 53–63.
Wang, T., Aw, E. C.-X., Tan, G. W.-H., Sthapit, E., & Li, X. (2025). Can AI improve hotel service performance? A systematic review using ADO-TCM. Tourism and Hospitality Research. Advance online publication. https://doi.org/10.1177/14673584251356817
Yin, Z., Kong, H., Baruch, Y., Decosta, P. L., & Yuan, Y. (2024). Interactive effects of AI awareness and change-oriented leadership on employee–AI collaboration: The role of approach and avoidance motivation. Tourism Management, 105, 104966. https://doi.org/10.1016/j.tourman.2024.104966
Zahidi, F., Kaluvilla, B. B., & Mulla, T. (2024). Embracing the new era: Artificial intelligence and its multifaceted impact on the hospitality industry. Journal of Open Innovation: Technology, Market, and Complexity, 10(4), Article 100390. https://doi.org/10.1016/j.joitmc.2024.100390
Cite this article:
Justiniano, G.T. & Mamaclay, A. (2026). Assessment of AI-based systems in managerial practices of selected hotels and restaurants in Nueva Ecija, Philippines. Journal of Hospitality, Tourism & Cultural Research, 2(1), 20-43. https://doi.org/10.53378/jhtcr.353326
License:
This work is licensed under a Creative Commons Attribution (CC BY 4.0) International License.
Find this article in:
Most read articles
- Social media usage and the academic performance of Filipino junior high school students
- Exploring the factors influencing commuters’ satisfaction and the use of public utility buses in Quezon City, Philippines
- A narrative exploration of romantic experiences and ideal relationship standards among Filipino Gen Z
- Students’ exposure to social media and their radical involvement on the societal issues in the Philippines
- ChatGPT integration significantly boosts personalized learning outcomes: A Philippine study
- Tiktok made me book it: The impact of Tiktok on tourism destination selection of generation Z and millennials in Manila
- Senior high school students’ awareness and literacy on computer software applications
- Self-perception of ABM students towards their academic, social and emotional college preparedness
- Enhancing financial literacy among Pantawid Pamilyang Pilipino Program beneficiaries
- Emotional intelligence and leadership efficacy of university student leaders