2025, Vol. 7, Issue 1, Part C

author(s)
Fatama Tuz Johura and Dhakir Abbas Ali

abstract
This study looked at how operational efficiency mediated the effect of artificial intelligence (AI) on improving visitor experiences in Kuala Lumpur's upscale hotels. With the growing adoption of AI technologies in the hotel sector, the study sought to determine whether enhancements to operational procedures were a crucial component of the relationship between AI deployment and visitor pleasure. Using a mixed-methods approach, fifteen five-star hotels' employees and visitors participated in in-depth interviews and structured surveys. AI greatly increased operational efficiency by delivering services more quickly, reducing human error, and improving personalization, according to quantitative study. Consequently, these enhancements had a favorable impact on the entire visitor experience. The association between AI and guest happiness was found to be somewhat mediated by operational efficiency, according to mediation analysis. This suggests that the efficacy of AI is largely dependent on how it is operationalized within hotel systems. The results offered hotel management insightful information, emphasizing how crucial it is to match AI tactics with operational reforms that prioritize efficiency in order to optimize visitor pleasure in upscale settings.