¿Qué papel juega la humanización de la IA en la mejora del rendimiento turístico?

• María Martín Lucas ^[1] ; Aloysius OSB Roets ; José Amelio Medina-Merodio ; Rafael Robina-Ramírez
  1. [1] Universidad de Extremadura

     Universidad de Extremadura

     Badajoz, España

     
• Localización: Sociología y tecnociencia: Revista digital de sociología del sistema tecnocientífico, ISSN-e 1989-8487, Vol. 15, Nº. 1, 2025, págs. 223-248
• Idioma: español
• Títulos paralelos:
  • What role does the humanisation of AIplay in improving tourist performance?
• Enlaces
  • Texto completo (pdf)
• Resumen
  • español

    Desde una perspectiva humanista, la IA debe servir a las personas y a su bienestar, lo que requiere tanto de desarrollo personal como de práctica y estudio. En el sector hotelero, la IA presenta retos que deben respetar la dignidad humana. Este estudio evalúa la implementación de modelos humanistas de IA en hoteles para crear experiencias turísticas inclusivas y diversas. Basándose en la teoría MOA (Motivación-Oportunidad-Habilidad), analiza cómo la motivación, la oportunidad y la capacidad de los empleadosafectan a la adopción de la IA y su impacto en los resultados del hotel, enfatizando la importancia de un enfoque centrado en el ser humano. El equipo de investigación seleccionó 4.500 hoteles en España y contactó con 970 utilizando IA. El cuestionario validó el modelo constrastándolo con 25 hoteles, ajustando los indicadores en función de su feedback. Participaron 420 directivos. Los resultados muestran una estrecha relación entre las soluciones del modelo humanista a los retos de la IA y la validación de la teoría MOA, utilizada por primera vez en este tipo de investigaciones.

  • English

    From a humanistic perspective, AI should serve individuals and their well-being, requiring both personal development and practice and study. In the hotel industry, AI presents challenges that must respect human dignity. This study evaluates the implementation of humanistic AI models in hotels to create inclusive and diverse tourist experiences. Based on the MOA theory (Motivation-Opportunity-Ability), it analyses how employees' motivation, opportunity, and ability affect AI adoption and its impact on hotel outcomes, emphasising the importance of a human-centred approach. The research team selected 4,500 hotels in Spain and contacted 970 using AI. The questionnaire validated the model with 25 hotels, adjusting indicators based on their feedback. 420 managers participated. The results show a close relationship between the humanistic model's solutions to the AI challenges and the validation of the MOA theory, used for the first time in this type of research.

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