Purpose

This paper aims to bridge the extended reality framework and the luxury hospitality literature by providing insights into how immersive technologies using artificial intelligence (AI) can shape luxury value and consumer differentiation.

Design/methodology/approach

The authors conducted three experimental studies comparing immersive AI versus traditional hospitality across luxury contexts (hotels, restaurants and spas). Study 1 investigates the effect of immersive AI (vs traditional hospitality) on customers’ behavioral intentions and the need for differentiation using virtual-assisted reality. Study 2 tests the underlying mechanism of the need for differentiation and luxury value in an augmented reality context. Study 3 provides additional support for the proposed underlying mechanism using virtual-assisted reality in luxury hospitality.

Findings

The findings reveal that immersive AI (vs traditional) luxury hospitality reduces customers’ behavioral intentions of using such services and perceived luxury value. Moreover, the findings indicate that the intention to use immersive AI (vs traditional) luxury hospitality services is contingent upon customers’ need for differentiation.

Originality/value

The findings have important theoretical and managerial implications for immersive technologies in luxury hospitality. They shed light on the dynamics between integrating immersive AI into luxury hospitality and its impact on customers’ differentiation motives and perceived luxury value. The findings reveal the detrimental effect of using immersive AI (vs traditional hospitality) within this context.

中文翻译：

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豪华酒店业中沉浸式人工智能 (AI) 的悖论：沉浸式人工智能如何塑造消费者差异化和奢侈品价值

目的

本文旨在通过深入了解使用人工智能 (AI) 的沉浸式技术如何塑造奢侈品价值和消费者差异化，在扩展现实框架和豪华酒店文献之间架起桥梁。

设计/方法论/途径

作者进行了三项实验研究，比较了豪华环境（酒店、餐厅和水疗中心）中的沉浸式人工智能与传统酒店业。研究 1 调查了沉浸式人工智能（与传统酒店业相比）对客户行为意图的影响以及使用虚拟辅助现实进行差异化的需求。研究 2 测试了增强现实背景下差异化需求和奢侈品价值的潜在机制。研究 3 为豪华酒店中使用虚拟辅助现实的拟议基本机制提供了额外的支持。

发现

研究结果表明，沉浸式人工智能（与传统）豪华酒店服务降低了客户使用此类服务​​的行为意图和感知的奢华价值。此外，研究结果表明，使用沉浸式人工智能（与传统）豪华酒店服务的意图取决于客户的差异化需求。

原创性/价值

这些发现对于豪华酒店业的沉浸式技术具有重要的理论和管理意义。他们阐明了将沉浸式人工智能融入豪华酒店之间的动态及其对客户差异化动机和感知奢侈品价值的影响。研究结果揭示了在这种背景下使用沉浸式人工智能（相对于传统酒店业）的不利影响。