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
"Both authors contributed equally to the conception, design, preparation, data gathering and analysis, and manuscript writing. Both read and approved the final manuscript."
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.
Data and Materials Availability
The data supporting the findings of this study are available from the corresponding author upon reasonable request.
AI Declaration
AI tools were not used in writing this paper.
Notes
Acknowledgement
The researcher would like to express his deepest appreciation to the following who greatly contributed to the completion of the research study. First and foremost, the researcher would like to express his deepest gratitude to the Almighty God for His divine guidance, protection, and blessings throughout the duration of this research. His wisdom and grace have provided the researcher with the strength, perseverance, and knowledge necessary to complete this study successfully. To his grandmother, Mrs. Erlinda Justiniano, and the whole family, who helped him get over the challenges of completing this piece of work by providing an emotional and financial support. To the research adviser. Dr. Ali Mamaclay for his invaluable guidance, support, and encouragement throughout the process of writing this paper. His insightful feedback, patience, and expertise have greatly contributed to the development and completion of this research. To the research statistician, Dr. Manuel Castillo for his invaluable assistance and expertise in the proper computation of the validity, reliability, and the actual result used in this study. His guidance and support were essential in ensuring the accuracy and reliability of the research results.
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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
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