International Journal For Multidisciplinary Research

E-ISSN: 2582-2160   •   Impact Factor: 9.24

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Between Algorithms and Attentiveness: AI, Psychology and Front Desk Transformation in Indian Mid-Market Hospitality

Author(s) Mr. Chandramauli Dhaundiyal, Prof. Dr. Rekha Gupta
Country India
Abstract This paper investigates the integration of artificial intelligence (AI) in front desk operations across 600 hotels situated in India’s tier-2 cities. As the hospitality sector grows rapidly in mid-market urban centers, hotels face a dual challenge: sustaining service quality and managing cost efficiency under labour constraints. Front desk operations, traditionally reliant on intensive human labour, are increasingly adopting AI technologies such as chatbots, voice assistants, sentiment-analysis systems, and automated check-in/out platforms. Drawing on psychology-technology frameworks, particularly the Technology Acceptance Model (TAM) and Cognitive Load Theory (CLT), this study develops a novel hybrid instrument-the Cognitive–Affective Service Acceptance Framework (CASAF)-to capture both employee adaptation and guest experience. Using survey data from 600 hotels, supplemented with semi-structured interviews in Dehradun, Lucknow, Bhopal and Kochi, the paper identifies three critical insights: (1) AI reduces operational friction but shifts the cognitive and emotional burden for staff from routine to exception management; (2) guest satisfaction hinges less on automation itself than on perceived empathy in hybrid service encounters; (3) tier-2 city hotels leverage AI primarily as a cost-containment tool rather than a guest-delight strategy, raising strategic tensions. The findings contribute to management studies by advancing a psychology-informed model for technology adoption in services, while also offering actionable insights for hotel managers in emerging urban markets.
Keywords AI in hospitality; Front desk operations; Tier-2 city hotels; Technology Acceptance Model (TAM); Cognitive Load Theory; Human–machine interaction; Guest satisfaction; Service innovation; India.
Published In Volume 7, Issue 3, May-June 2025
Published On 2025-05-05
DOI https://doi.org/10.36948/ijfmr.2025.v07i03.56657
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