Proceedings of the 5th International Conference on Tourism Management and Hospitality
Year: 2024
DOI:
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The Digital Corporate Social Responsibility Frontier: Navigating AI Empathy and Human Gaps in Hospitality Industry
Ahmad Mujafar Syah, Nasim Binesh, Henqxuan (Oscar) Chi
ABSTRACT:
Disruptive business processes powered by artificial intelligence (AI) are transitioning hospitality firms towards implementing digital business acumen. This shift includes innovative approaches to promoting social, economic, ethical, and environmental initiatives through digital corporate social responsibility (DCSR). Despite the importance of DCSR in the hospitality industry, empirical research on DCSR communication tools and their impacts on customer trust and citizenship behaviors remains scarce. This study seeks to understand and compare the impact of the “human-AI gap” on digital corporate social responsibility from a customer’s perspective. It also examines the critical role of trust plays in this context. Two experimental surveys will be conducted to understand the differences between AI and traditional communication processes in promoting impactful DCSR messages. The first survey will deliver a stimulus on the DCSR message created by “Natural Language Processing” (ChatGPT), and an actual human will provide another. The data will be analyzed using Structural Equation Modeling. This study’s significance lies in its contribution to the theoretical understanding of the impact of AI empathy in moderating human-AI interaction. It aims to shed light on gaps between human expectations and AI capabilities that influence DSCR efficiency, resulting in trust and citizenship behaviors. The findings of this study will provide valuable practical insight to address the complexities of DSCR and human-AI interaction and to promote customer loyalty strategy.
keywords: Artificial Empathy, Digital Corporate Social Responsibility, Customer Citizenship Behavior, Human-AI Interaction, Human-AI Gap