The impact of Guest Experience Drivers on Continuous Experience of AI-powered Services: The Mediating Role of Flow State | ||||
| Journal of Association of Arab Universities for Tourism and Hospitality | ||||
| Volume 28, Issue 2, June 2025, Page 37-56 PDF (673.86 K) | ||||
| Document Type: Original Article | ||||
| DOI: 10.21608/jaauth.2025.348869.1652 | ||||
 View on SCiNiTO | ||||
| Authors | ||||
Ashraf Naguib Zaky  ; Kareem M. Selem ; Ahmed Mohamed Emam; Mohamed Sayed Ahmed ElZoghbi
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| Hotel Management Department - Faculty of Tourism and Hotels - Suez Canal University | ||||
| Abstract | ||||
| This paper focuses on measuring the impact of guest continuous drivers for AI-enhanced hotel services on actual continuous experience of these services. The exquisite paper also examines the mediating role of flow state. Four-star hotels in the Suez Canal Axis region were selected as the analytical unit as this region serves the research plan of Suez Canal University. An online questionnaire was conducted on a simple random sample of 282 guests in four-star hotels in the Suez Canal Axis region. Data was also analyzed using ADANCO-PLS. Findings showed that perceived benefit had a greater positive impact on flow state than perceived ease of use and enjoyment. Continuous experience was also positively affected by flow state of experiencing such services enhanced by emerging technologies. Moreover, results showed that flow state mediated the relationship between continuous drivers and guest continuous experience. Findings recommend that hotel managers provide services supported by digital applications and that guests receive reliable information to perceive products values provided | ||||
| Keywords | ||||
| Perceived motivation; flow state; continuous experiences; four-star hotels | ||||
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