THE IMPACT OF ARTIFICIAL INTELLIGENCE ON GUEST SATISFACTION IN HOTELS A QUANTITATIVE ANALYSIS OF CHATBOT INTERACTIONS AND FEEDBACK SCORE

Abstract

This study quantitatively examines the impact of AI-powered chatbots on guest satisfaction in hotels, focusing on chatbot interactions and guest feedback scores. Data were collected over six months from online platforms (e.g., TripAdvisor, Booking.com), direct feedback forms, and chatbot interaction logs from hotels using AI chatbots for at least six months. The analysis assesses chatbot effectiveness, response times, and their correlation with guest satisfaction. Results show a 40.6% increase in chatbot interactions, with query resolution rates improving from 90.6% to 95.5%. Guest satisfaction scores rose from 3.8 to 4.5, while negative feedback dropped from 28% to 12%. Statistical tests, including regression (R² = 0.87) and correlation analyses, confirm that faster response times (reduced from 30 to 18 seconds) significantly enhance satisfaction and reduce complaints. Personalized chatbot interactions also increased engagement, supporting all hypotheses. Future research should explore long-term effects, cultural influences on AI adoption, and integration with other technologies like voice assistants to further improve guest satisfaction.