Research background: The use of facial recognition services (FRS) is growing rapidly, yet there is a lack of research examining the impact of a protective perspective on individual acceptance. Thus, it is necessary to comprehensively understand the perceptions of tourists toward utilizing artificial intelligence (AI) devices within the hospitality industry.
Purpose of the article: This study aims to examine the influence of protective behavior on individuals’ adoption of hotel FRS via a theoretical framework that integrates the Protection Motivation Theory with the AI Device Use Acceptance model, in the context of FRS.
Methods: Partial least squares structural equation modelling is employed to test the proposed model, utilizing data from Generation Z tourists in Taiwan.
Findings & value added: The findings reveal Generation Z's willingness to use hotel FRS is significantly influenced by their emotions and self-efficacy elicited by using FRS. The results also recognize the crucial significance of hedonic motivation, as it affects Generation Z's performance expectancy and emotions, resulting in their increased willingness to use hotel FRS. Conversely, perceived vulnerability has a negative effect on willingness to use hotel FRS, identifying security concerns as a significant barrier. These insights emphasize the importance of addressing security concerns, enhancing user confidence, and leveraging the hedonic aspects of FRS to foster acceptance among Generation Z tourists in the hotel sector.
