호텔 AI 서비스의 윤리적 속성(FATE:공정성·책임성·투명성·윤리의식)이 고객몰입, 신뢰 및 재방문 의도에 미치는 영향
The Impact of Ethical Attributes(FATE: Fairness, Accountability, Transparency, Ethics) of Hotel AI Services on Customer Engagement, Trust, and Revisit Intention
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This study examines the effects of hotel AI services’ ethical attributes—fairness, accountability, transparency, and ethics (FATE)—on customer engagement, trust, and revisit intention. An online survey of 309 domestic hotel customers was analyzed using factor and regression techniques. The results show that all four attributes significantly enhance engagement, and that fairness, accountability, and transparency also contribute to greater trust. Engagement and trust both positively affect revisit intention, with engagement exerting a stronger influence. These findings suggest that ethical AI should be regarded as a core competitive advantage for hotels, rather than a supplementary factor. The study extends hospitality theory by integrating normative values into AI research and offers practical guidance for developing customer-centered ethical AI strategies.
Abstract
This study examines the effects of hotel AI services’ ethical attributes—fairness, accountability, transparency, and ethics (FATE)—on customer engagement, trust, and revisit intention. An online survey of 309 domestic hotel customers was analyzed using factor and regression techniques. The results show that all four attributes significantly enhance engagement, and that fairness, accountability, and transparency also contribute to greater trust. Engagement and trust both positively affect revisit intention, with engagement exerting a stronger influence. These findings suggest that ethical AI should be regarded as a core competitive advantage for hotels, rather than a supplementary factor. The study extends hospitality theory by integrating normative values into AI research and offers practical guidance for developing customer-centered ethical AI strategies.