Küresel Konaklama Sektöründe Yapay Zekâ Entegrasyonu: Yapay Zekâ Olgunluğu ve İnovasyon Etkisinin Karşılaştırmalı Analizi

Abstract

Yapay Zekâ (YZ), konaklama sektörünü yeniden tanımlayarak operasyonel modelleri dönüştürmekte, hiper-kişiselleştirilmiş misafir deneyimlerini mümkün kılmakta ve stratejik inovasyonu yönlendirmektedir. Bu çalışma, YZ entegrasyonunu dokuz önde gelen küresel otel zinciri arasında karşılaştırmalı olarak incelemekte ve YZ olgunluğunu inovasyon etkisiyle ilişkilendiren kavramsal bir çerçeve kullanmaktadır. Araştırma, Yeniliklerin Yayılımı Teorisi (DOI) (Rogers, 2003) ve Teknoloji Kabul ve Kullanımının Birleşik Teorisi (UTAUT) (Venkatesh vd., 2003) temelinde, algılanan avantajlar, karmaşıklık ve kolaylaştırıcı koşulların entegrasyon eğilimlerini nasıl şekillendirdiğine ilişkin hipotezleri test etmektedir. Kurumsal raporlar ve stratejik iletişimlerin nitel içerik analizi aracılığıyla dört stratejik yönelim ortaya çıkmaktadır: Temel Otomasyon, Operasyonel Verimlilik, Kişiselleştirilmiş Deneyimler ve Stratejik İnovasyon. Bulgular, YZ entegrasyonunda belirgin farklılıklar olduğunu göstermektedir: Hilton, Hyatt, Marriott ve Radisson gibi inovasyon liderleri; üretken YZ, Nesnelerin İnterneti (IoT) ve sürükleyici dijital platformlar gibi ileri teknolojileri kullanarak farklılaşma ve rekabet avantajı sağlamaktadır. Buna karşılık, diğer zincirler dinamik fiyatlandırma ve kestirimci bakım yoluyla maliyet optimizasyonuna öncelik vermektedir. Operasyonel kazanımların ötesinde, YZ giderek sürdürülebilirlik, siber güvenlik ve misafir etkileşimi üzerinde etkili olan stratejik bir zorunluluk olarak konumlanmaktadır. Çalışma, sosyo-teknik ve yenilik yayılımı perspektiflerini bütünleştirerek teorik anlayışı geliştirmekte ve teknolojik olgunluğun tek başına deneyimsel farklılaşmayı garanti etmediğini vurgulamaktadır. Pratik öneriler, yöneticilere YZ yatırımlarını inovasyon hedefleriyle uyumlu hâle getirme konusunda rehberlik ederken, teorik katkılar teknolojik hazırlık, stratejik yönelim ve insan odaklı değerleri birleştiren entegre çerçevelerin gerekliliğini ortaya koymaktadır.

Keywords

• Dijital Dönüşüm
• Konaklama Sektörü
• Küresel Zincir Oteller
• Sürdürülebilirlik
• UTAUT
• Yapay Zekâ (YZ)
• Yeniliklerin Yayılımı Teorisi

Artificial Intelligence Integration in Global Hospitality: A Comparative Analysis of AI Maturity and Innovation Impact

Abstract

Artificial Intelligence (AI) is redefining the hospitality industry by transforming operational models, enabling hyper-personalized guest experiences, and driving strategic innovation. This study offers a comparative analysis of AI integration across nine leading global hotel chains, employing a conceptual framework that maps AI maturity against innovation impact. Drawing on Diffusion of Innovation Theory (DOI) (Rogers, 2003) and the Unified Theory of Acceptance and Use of Technology (UTAUT) (Venkatesh et al., 2003), the research tests hypotheses on how perceived advantages, complexity, and facilitating conditions shape integration trajectories. Using qualitative content analysis of corporate reports and strategic communications, four orientations emerge: Basic Automation, Operational Efficiency, Personalized Experiences, and Strategic Innovation. Findings reveal pronounced disparities in AI integration: innovation leaders such as Hilton, Hyatt, Marriott, and Radisson leverage advanced technologies—including generative AI, IoT, and immersive digital platforms—to achieve differentiation and competitive advantage, while others prioritize cost optimization through dynamic pricing and predictive maintenance. Beyond operational gains, AI is increasingly positioned as a strategic imperative influencing sustainability, cybersecurity, and guest engagement. The study advances theoretical understanding by integrating socio-technical and innovation diffusion perspectives, highlighting that technological maturity alone does not guarantee experiential differentiation. Practical recommendations guide managers in aligning AI investments with innovation objectives, while theoretical insights underscore the need for integrated frameworks linking technological readiness, strategic orientation, and human-centric values.

Keywords

• Artificial Intelligence (AI)
• Digital Transformation
• Diffusion of Innovation Theory
• Global Hotel Chains
• Hospitality Industry
• Sustainability
• UTAUT

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