Unleashing creativity through AI collaboration: how do employees` learning behavior and wellbeing mediate? | ||||
| Pharos International Journal of Tourism and Hospitality | ||||
| Article 4, Volume 3, Issue 2, September 2024, Page 13-27 PDF (747.65 K) | ||||
| Document Type: Original Article | ||||
| DOI: 10.21608/pijth.2024.311766.1016 | ||||
 View on SCiNiTO | ||||
| Author | ||||
Yahia Z Aly  
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| Egyptian Higher Institute for Tourism and Hotels | ||||
| Abstract | ||||
| The hospitality business has increasingly relied on AI technologies to foster expansion and creativity. However, the extent of its impact has not been fully studied. Encompassing the theory of conserved resources, the research aimed to address knowledge gaps and utilize AI. The study explores the impact of artificial intelligence collaboration on creativity, employee learning behavior, and wellbeing, as well as the mediating role of these factors in fostering creativity. Using a survey questionnaire distributed to front office staff at a five-star Cairo hotel, this study employs a quantitative research methodology. The statistical analysis was carried out using SPSS version 29, while Smart PLS 4.1.0.6 was employed for structural equation modelling (SEM). According to the findings, AI collaboration has a substantial impact on the learning behaviors and wellbeing of employees. Employees' learning behaviors have an impact on creativity as well. Additionally, employee learning practices significantly moderate the relationship between AI cooperation and creativity. Nevertheless, there are no significant mediation effects on employees' wellbeing. Regular training sessions for front office staff can improve AI proficiency, promote creativity, and reduce stress. Customizing AI technology for individual tasks and collecting employee feedback can enhance well-being. Government assistance can offer tax benefits or AI adoption certifications. The research's originality lies in its focus on the AI's specific influence on creativity, particularly in relation to employee learning behavior and well-being inside Cairo five-star hotels, an area that may not have been well explored. | ||||
| Keywords | ||||
| Artificial intelligence; Wellbeing; Learning behavior; Creativity; Front office employees | ||||
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