SOCIOLOGÍA Y TECNOCIENCIA, 15.1 (2025): 223-248
ISSN: 1989-8487
¿Qué papel juega la humanización de la IA en la mejo a
del endimien o u ís ico?
Wha ole does he humanisa ion o AI play in imp o ing
ou is pe o mance?
MARÍA MARTÍN LUCAS
Depa amen o de Di ección de Emp esas y Sociología, Uni e sidad de Ex emadu a,
Cáce es, Ex emadu a
ma [email protected]
ORCID: h ps://o cid.o g/ 0009-0001-6537-4850
ALOYSIUS OSB ROETS
Depa amen o de Di ección de Emp esas y Sociología, Uni e sidad de Ex emadu a,
Cáce es, Ex emadu a
[email p o ec ed]
ORCID: h ps://o cid.o g/0009-0003-5884-5196
JOSÉ AMELIO MEDINA-MERODIO
Depa amen o de Ciencias de la Compu ación, Uni e sidad de Alcalá, Alcalá de Hena es,
Mad id
[email protected]
ORCID: h ps://o cid.o g/0000-0003-3359-4952
RAFAEL ROBINA-RAMÍREZ
Depa amen o de Di ección de Emp esas y Sociología, Uni e sidad de Ex emadu a,
Cáce es, Ex emadu a
[email p o ec ed]
ORCID: h ps://o cid.o g/0000-0002-7117-8645
Recibido/Recei ed: 16/09/2024. Acep ado/Accep ed: 18/12/2024.
Cómo ci a /How o ci e: Ma ín Lucas, Ma ía, Osb Roe s, Aloysius, Medina-Me odio José
Amelio, Robina-Ramí ez, Ra ael (2025). Wha ole does he humanisa ion o AI play in
imp o ing ou is pe o mance?. Sociología y Tecnociencia, 15 (1), 223-248. DOI:
h ps://doi.o g/10.24197/s .1.2025.223-248.
A ículo de acceso abie o dis ibuido bajo una Licencia C ea i e Commons A ibución
4.0 In e nacional (CC-BY 4.0). / Open access a icle unde a C ea i e Commons
A ibu ion 4.0 In e na ional License (CC-BY 4.0).
Ma ía Ma ín Lucas, e al.,
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Resumen: Desde una pe spec i a humanis a, la IA debe se i a las pe sonas y a su bienes a , lo
que equie e an o de desa ollo pe sonal como de p ác ica y es udio. En el sec o ho ele o, la IA
p esen a e os que deben espe a la dignidad humana. Es e es udio e alúa la implemen ación de
modelos humanis as de IA en ho eles pa a c ea expe iencias u ís icas inclusi as y di e sas.
Basándose en la eo ía MOA (Mo i ación-Opo unidad-Habilidad), analiza cómo la mo i ación, la
opo unidad y la capacidad de los empleados a ec an a la adopción de la IA y su impac o en los
esul ados del ho el, en a izando la impo ancia de un en oque cen ado en el se humano. El
equipo de in es igación seleccionó 4.500 ho eles en España y con ac ó con 970 u ilizando IA. El
cues iona io alidó el modelo cons as ándolo con 25 ho eles, ajus ando los indicado es en
unción de su eedback. Pa icipa on 420 di ec i os. Los esul ados mues an una es echa
elación en e las soluciones del modelo humanis a a los e os de la IA y la alidación de la eo ía
MOA, u ilizada po p ime a ez en es e ipo de in es igaciones.
Palab as cla e: humanismo; u ismo; IA; eo ía MOA; sa is acción emp esa ial.
Abs ac : F om a humanis ic pe spec i e, AI should se e indi iduals and hei well-being,
equi ing bo h pe sonal de elopmen and p ac ice and s udy. In he ho el indus y, AI p esen s
challenges ha mus espec human digni y. This s udy e alua es he implemen a ion o
humanis ic AI models in ho els o c ea e inclusi e and di e se ou is expe iences. Based on he
MOA heo y (Mo i a ion-Oppo uni y-Abili y), i analyses how employees' mo i a ion,
oppo uni y, and abili y a ec AI adop ion and i s impac on ho el ou comes, emphasising he
impo ance o a human-cen ed app oach. The esea ch eam selec ed 4,500 ho els in Spain and
con ac ed 970 using AI. The ques ionnai e alida ed he model wi h 25 ho els, adjus ing indica o s
based on hei eedback. 420 manage s pa icipa ed. The esul s show a close ela ionship
be ween he humanis ic model's solu ions o he AI challenges and he alida ion o he MOA
heo y, used o he i s ime in his ype o esea ch.
Keywo ds: humanism; ou ism; AI; MOA heo y; business sa is ac ion.
1. INTRODUCTION
Acco ding o Al i a (1989), we a e bo n as indi iduals bu no as ully
de eloped human beings. This aises p o ound e lec ions on he na u e o humani y
and i s de elopmen . This app oach, p oposed decades ago, emains ele an oday,
especially in a con ex whe e echnology, such as A i icial In elligence (AI) in ol es
using machines o pe o m asks ha ypically equi e human in elligence, such as
decision-making and p oblem-sol ing. I is apidly ans o ming ou social,
economic, and cul u al in e ac ions.
Al i a (1989) sugges s ha humani y is acqui ed by o e coming ou "animal"
inclina ion owa ds "inhuman unila e alism." In o he wo ds, we a e bo n wi h human
po en ial, bu his po en ial mus be nu u ed and de eloped h oughou ou li es o
uly become ully human beings. This de elopmen does no occu in isola ion bu
wi hin he con ex o he socie y in which we li e.
The concep o "socie a ism" in oduces he idea ha he indi idual is
comple ed and ully de eloped h ough in e ac ion wi h socie y. Socie y p o ides he
en i onmen and esou ces necessa y o he indi idual o h i e, and in u n, he
indi idual con ibu es o he well-being and de elopmen o socie y as a whole. In
Wha ole does he humanisa ion o AI play in imp o ing ou is pe o mance?
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his sense, socie a ism implies ecip oci y be ween he indi idual and socie y, whe e
bo h bene i mu ually.
Lea ning o build socie y in ol es guiding i owa ds he "socie a ism o
good." This means ha social in e ac ions and s uc u es mus be based on e hical and
mo al p inciples ha p omo e he common good and in eg al human de elopmen .
Al i a a gues ha his canno be achie ed solely h ough economic, o ganisa ional,
social, o echnological models, bu mus be based on he ecogni ion and p omo ion
o human digni y, unde s ood as "se ing o" de elop he pe son, o "digni ied
humanism" (Figu e 1).
Figu e 1: Model
F om his humanis ic app oach, AI as a ool should be di ec ed owa ds se ing
he pe son and p omo ing hei well-being. Howe e , o do good, one mus ain o
i . Bo h pe sonal de elopmen and AI equi e p ac ice and s udy. "P uden judgemen
p esupposes memo y o he pas , a ca e ul examina ion o ci cums ances, knowledge
o p inciples and ules, and a ision o he u u e" (Al i a, 1989: 6). In he ho el
indus y, as in o he sec o s, AI-de eloped echnology is gene a ing a se ies o
challenges ha canno be sepa a ed om he meaning o he pe son. The way
in o ma ion is collec ed, p ocessed, and communica ed mus se e he pe son and
hei human digni y. I should no be comp omised o economic easons, powe , o
in luence.
In his wo k, we e alua e he impo ance o implemen ing humanis ic models
o AI use in ho els by c ea ing au hen ic, inclusi e, and cul u ally and socially di e se
ou is expe iences. In he ho el indus y, AI aids manage s by op imizing ope a ions,
enhancing cus ome se ice, and pe sonalizing gues expe iences. I can s eamline
booking p ocesses, manage in en o y, p edic main enance needs, and analyze
cus ome eedback. AI-powe ed cha bo s handle gues inqui ies, while da a analy ics
p o ide insigh s o s a egic decisions. This in eg a ion boos s e iciency, educes
cos s, and ele a es gues sa is ac ion, making ho el managemen mo e e ec i e and
esponsi e o ma ke demands. Based on he MOA (Mo i a ion-Oppo uni y-
Abili y) heo y (End es and Chowdhu y, 2022), we analyse he mo i a ion,
oppo uni y, and abili y o employees o implemen AI in he ou ism indus y, and
how a humanis ic model o AI can a ec he imp o emen o ho el ou comes.
Figu e 2: Model
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Mo i a ion e e s o he in e nal d i e ha leads indi iduals and o ganisa ions o
adop new echnologies like AI. In he ou ism indus y, mo i a ion s ems om
p o iding be e cus ome se ice o s aying compe i i e (End es and Chowdhu y,
2022). In mos cases, he mo i a ion o apply AI comes down o imp o ing
ope a ional e iciency, economic bene i , and gaining g ea e in luence in he ou ism
ma ke (End es and Chowdhu y, 2022). This educed AI app oach could unde mine
he p inciples o "digni ied humanism" p oposed by Al i a.
Oppo uni y e e s o he en i onmen and condi ions ha acili a e he adop ion
o AI (End es and Chowdhu y, 2022). In he hospi ali y indus y, he a ailabili y o
inancial esou ces, access o echnology, and managemen suppo can in luence he
abili y o e ec i ely implemen AI (Mo a, V. and Sha ma, A., 2020). In his wo k,
we inco po a e oppo uni ies o imp o e e iciency and p o i abili y, while s ill
p omo ing human digni y and pe sonal de elopmen o employees (End es and
Chowdhu y, 2022).
The hi d elemen is abili y. This e e s o he echnical capaci y and knowledge
equi ed o e ec i ely implemen and use AI. This s a aining, hi ing o AI expe s,
and de elopmen o adequa e echnological in as uc u es mus ha e a di ec ion.
De eloping skills equi es unde s anding how AI can a ec employees on a human
and social le el (Sancho-Ga cia and I o a Alemañy, 2024).
The implemen a ion o AI should con ibu e o imp o ing people's quali y o
li e and p omo ing hei pe sonal and p o essional de elopmen . By ocusing on he
well-being o employees and cus ome s, AI can become a powe ul ool o os e ing
human digni y and impac ing company esul s.
2. LITERATURE REVIEW
2.1 Technological Challenges o AI in he Tou ism Indus y (TCH)
Tou ism, as a global indus y ha encompasses a wide ange o se ices and
expe iences, is inhe en ly ela ed o he challenges o A i icial In elligence (AI)
Wha ole does he humanisa ion o AI play in imp o ing ou is pe o mance?
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(Alyasi i e al., 2024). These challenges ange om echnical and economic
challenges o e hical and social conce ns in he ou ism sec o (Sama a, e al, 2020).
As AI is in eg a ed in o a ious applica ions and sys ems wi hin he ou ism
indus y, conce ns a ise abou algo i hmic ai ness and inhe en bias in he da a used
o ain AI models (Ak e e al., 2022). The design o ou ism o e ings should seek
o p omo e human digni y h ough us in AI sys ems based on ca e ul a en ion o
he collec ion and selec ion o ou ism da a (Rydzik e al., 2022.). I is also necessa y
o design and e alua e he algo i hms o ensu e equi y and impa iali y in ou ism
o e ings (Bane jee e al., 2023), des ina ion ecommenda ions (Rydik e al., 2022)
o alloca ion o ou ism esou ces (Shi e al., 2021).
In he case o ecommenda ion p ocesses o ou is des ina ions o ac i i ies,
algo i hms may e lec cul u al, socioeconomic o o he biases, aising ques ions
abou equi y and ai ness in access o ou ism oppo uni ies (Pi ou a e al., 2022).
Access o ou ism oppo uni ies can lead o p i acy iola ions, iden i y he , and
da a manipula ion (Yallop e al., 2023). Ensu ing da a secu i y and use p i acy is
essen ial o building us in he AI sys ems used in a el planning and managemen
(Shi e al., 2021), as well as mi iga ing he e hical isks associa ed wi h hei misuse
(Shneide man, 2020).
These ac o s in i e a shi om a one-sided ision based on co po a e p o i and
inhumane use o AI owa ds he pu sui o he good based on he human digni y o
each pe son.
Tou ism also aces economic and labou challenges associa ed wi h he adop ion
and use o AI (I ano and Webs e , 2019). While AI can inc ease e iciency and
p oduc i i y in he ou ism indus y, i is c ucial o implemen policies and p og ams
designed o suppo he ansi ion owa ds an AI-d i en ou ism economy, ensu ing
p o ec ion and aining o a ec ed wo ke s (Bešić e al., 2024.).
Fos e ing human digni y also implies wo king owa ds he inclusion o
disad an aged people (Mzembe and Filimonau, 2024). The e o e, i is impo an o
educe he isk o AI use in ou ism inc easing exis ing inequali ies, especially in
ma ginalised egions and communi ies. Ensu ing equi able access o AI and
mi iga ing digi al inequali ies a e goals o he pu sui o he good in socie y and he
use o AI (Moon, 2023). I can con ibu e o p omo ing human digni y o ensu e ha
e e yone bene i s om ad ances in his echnology in he ou ism sec o (Ho, 2022;
Za an onello e al., 2024).
To add ess hese challenges, upda ed egula o y amewo ks a e needed o
add ess ongoing de elopmen s in he ield o AI (de Almeida e al., 2021). These
egula o y amewo ks equi e a collabo a i e app oach in ol ing policymake s,
egula o s, he ou ism indus y and ci il socie y (Dwi edi e al., 2021). This ensu es
anspa ency, accoun abili y and us in AI sys ems, especially in c i ical applica ions
such as a el planning and des ina ion managemen (Taeihagh, 2021).
2.2. The Humanis ic Side o AI in he Ho el Indus y (HAI)
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Add essing he challenges and nega i e e ec s o in eg a ing a i icial
in elligence (AI) equi es de eloping a mo e humanis ic app oach based on
ea ing employees no me ely as a wo k o ce o a ool o achie e goals (Bankins
and Fo mosa, 2023).
As Al i a (1989) poin s ou , humanism equi es ha he e be a socially
conscious leading eli e awa e o wha i is and i s necessi y, and ha his eli e manages
o su icien ly show he es o socie y he bene i s i b ings. In he ou ism indus y,
humanism applied o AI is no me ely add essing i s challenges. I is abou helping
he pe son o be a pe son away om hei ins umen aliza ion (Monzó-Nebo and
Lomeña-Galiano, 2024). Using AI o digni y he pe son means mo ing om me e
use o in o ma ion o he "dialogue" ha con ibu es o he de elopmen o he pe son,
making hem mo e o a pe son (Monzó-Nebo and Lomeña-Galiano, 2024). An AI
ha p o ides au oma ed se ices ha imp o e he p oduc i e capaci y o ho els is
app op ia e bu o ge s ha i is dealing wi h people. Basically, he main objec i e o
AI should be o allow o he in eg al de elopmen o people. This goal is based on
i e aspec s:
Fi s , AI could o e con inuous aining based on pe sonalised
ecommenda ions o cou ses, wo kshops o educa ional esou ces ha allow
employees o con inue acqui ing new knowledge and skills h oughou hei ca ee s
(Ped o e al., 2019).
Second, p omo e c ea i i y h ough AI sys ems by p o iding inspi a ion, ideas,
and eedback so ha employees can explo e new app oaches and inno a i e solu ions
a wo k (Lim, 2018). These solu ions help ee wo ke s om edious asks and allow
hem o ocus on ac i i ies ha equi e unique human skills, such as in e ac ing wi h
gues s and sol ing complex p oblems (Eubanks, 2022). This can lead o a mo e
sa is ying and meaning ul wo k en i onmen o ho el s a , which in u n can
imp o e he quali y o se ice o e ed o gues s.
Thi d, AI applica ions could acili a e eamwo k, e ec i e communica ion, and
he exchange o ideas among employees om di e en a eas, cul u es, and
backg ounds, en iching mu ual lea ning (Tho nhill-Mille e al., 2023). Th ough
aining pe sonaliza ion and empa hy in in e ac ions wi h gues s can be imp o ed,
using la ge olumes o cus ome da a o iden i y indi idual pa e ns and p e e ences
(Said, 2023). This can include ecommenda ions o local ac i i ies, es au an
op ions ailo ed o he ou is 's p e e ences, and adjus men s o he oom se ings o
mee each gues 's speci ic needs. Those ecommenda ions can imp o e human
in e ac ion and p omo e a wa me and mo e welcoming hospi ali y cul u e (Ben
Saad, 2024) by p o iding use ul in o ma ion and suppo o gues s, an icipa ing
gues s' needs and p e e ences (Wang and Uysal, 2024). By e ec i ely in eg a ing AI
in o ho el ope a ions, ho els can imp o e e iciency and quali y o se ice wi hou
comp omising he wa m h and humani y o he cus ome expe ience (Kuma e al.,
2022).
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Fou h, AI ools could p o ide aluable in o ma ion and in-dep h analysis o
allow employees o make mo e in o med decisions aligned wi h hei pe sonal alues
and e hical p inciples (Ibáñez and Olmeda, 2022) o guide he de elopmen and
implemen a ion o AI (Pa aman and Anamalah, 2023). These p inciples should
p omo e espec o human igh s, p i acy, anspa ency, ai ness, and accoun abili y.
Based on he abo e, hypo hesis 1 is p oposed:
H1: The echnological and e hical challenges o AI (TCH) in luence he
applica ion o a humanis ic model (HS)
2.3. The Impac o he Humanis ic Use o AI on Mo i a ions (M)
P omo ing he mo e humanis ic side o a i icial in elligence (AI) can ha e a
signi ican impac on he mo i a ions o ac and u n he desi e o humanise AI in o
sus ained beha iou o e ime (Hi ka e al., 2019).
The mo i a ions o humanise AI in ol e c ea ing ools and pla o ms ha allow
use s o con ol and cus omise hei expe ience wi h AI, as well as pa icipa e in
decision-making abou how he echnology is used in hei daily li es (Fenwick and
Molna , 2022). These insigh s can help employees be e unde s and he e hical,
social, and en i onmen al implica ions o hei decisions. They can p o ide
ecommenda ions helping employees o na iga e complex si ua ions and make
decisions ha a e aligned wi h hei pe sonal belie s os e ing e hical and esponsible
decision-making. By inco po a ing hese alues om he ou se , i ensu es ha AI is
de eloped in an e hical and human-cen ic manne .
The second mo i a ion o humanise AI equi es he pa icipa ion and
collabo a ion o di e se ields, including e hics, philosophy, social sciences,
psychology, and echnology (Baum, 2021) (Ausín, 2021). By b inging oge he
expe s om di e en disciplines, he e hical, social, and echnical challenges can be
add essed in a comp ehensi e manne , p omo ing a holis ic and en iched ision o
how AI can bene i humani y.
Once he e hical p inciples, human alues, and ounda ions o in e disciplina y
collabo a ion a e es ablished a a ou able ecosys em is c ea ed. I p omo es he
mo i a ion o he desi e o humanise AI o ansla e in o conc e e and sus ained
ac ions o e ime p o iding di e se and en iching pe spec i es, and educa ion and
awa eness os e ing a uly human-cen ic AI (B yson, 2020). F om de elope s and
expe s o he gene al public, i is necessa y o os e c i ical hinking abou he social
implica ions o AI (Whi les one e al., 2019) (Sancho-Ga cia and I o a-Alemañy,
2022).
The mo i a ions o hose h ee elemen s also in ol e wo s uc u al elemen s.
On one hand, he de elopmen o policies and egula ions ha incen i ize he
adop ion o e hical s anda ds and anspa en p ac ices in he design and
implemen a ion o AI sys ems (Felzmann e al., 2020). These include inancial
incen i es and ecogni ion o hose who demons a e ou s anding commi men o he
humaniza ion o AI and he p o ec ion o human igh s and digni y in i s applica ion.
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On he o he hand, he mo i a ions o de elop a human ision o AI also in ol e
he c ea ion o suppo communi ies and ne wo ks ha p omo e collabo a ion and he
exchange o ideas among di e en s akeholde s (Díaz-Rod íguez e al., 2023). This
can include he c ea ion o wo king g oups and discussion o ums ha b ing oge he
de elope s, esea che s, policymake s, ac i is s, and use s o discuss and de elop
s a egies and solu ions ha p omo e a mo e humanised and human-cen ic AI. Based
on he abo e, hypo hesis 2 is p oposed:
H2: The applica ion o a humanis ic model (HS) in luences he mo i a ion o
implemen said model (M)
2.4. The Humanis ic Use o AI o Le e age Oppo uni ies Gene a ed (O)
Acco ding o he model p oposed by End es and Chowdhu y (2022),
oppo uni y e e s o he ex e nal condi ions ha make beha iou possible. In he case
o he ou ism indus y, i is he ex e nal condi ions ha make i possible o he
employee o achie e hei desi e o p o ide excellen se ice h ough he use o AI
(Schanke, e al., 2021; Zong and Fukushige, 2023).
G een Ho els ocused on en i onmen al and social sus ainabili y, o e a unique
con ex o in eg a ing AI in an e hical and human-cen ic way (Alki e e al., 2024).
The oppo uni y a ises o ha e esou ces in esea ch and de elopmen (R&D) o AI
applica ions o sus ainabili y om new algo i hms, models, and inno a i e solu ions
ha can be applied in a eas such as ene gy e iciency, wa e managemen , g een
echnology, and eco- iendly ma e ials (Vollenb oek, 2002).
The oppo uni y o de elop obus in as uc u es and obus da a pla o ms
acili a es an e ec i e implemen a ion o AI in sus ainable p ac ices (Ama asinghe,
2024). This in ol es in es ing in ene gy-e icien da a cen es, in elligen senso
ne wo ks, da a collec ion and s o age sys ems, and da a analysis and p ocessing
pla o ms. These ools will enable he collec ion and p ocessing o la ge amoun s o
ele an da a o ain and op imise AI models o sus ainable applica ions.
Collabo a ion be ween academic ins i u ions, esea ch cen es, and companies
can be ano he oppo uni y o d i e signi ican ad ances in his ield. This
collabo a ion will allow o he exchange o knowledge, echnology ans e , and he
de elopmen o join solu ions (Saini and Bhalla, 2022). AI can acili a e he c ea ion
o a cul u e o anspa ency ha os e he exchange o ideas and collabo a ion among
employees (Ge chell e al., 2022). This is he case o AI sys ems ha can acili a e
scheduling mee ings and coo dina ing asks, as well as p o iding eedback and
sugges ion channels ha allow employees o ac i ely con ibu e o he iden i ica ion
and implemen a ion o sus ainable p ac ices in he ho el. Based on he pa ag aphs
abo e, hypo heses 3 and 4 a e p oposed:
H3: The applica ion o a humanis ic model (HS) in luences he way o
le e aging oppo uni ies gene a ed by he en i onmen (O)
H4: The mo i a ion o implemen he humanis ic model (M) in luences he way
o le e aging oppo uni ies gene a ed by he en i onmen (O)
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2.5. Humanism in he Use o AI and Employee Skills (SK)
P omo ing human digni y h ough he use o a i icial in elligence (AI) can ha e
a ans o ma i e impac on he de elopmen and imp o emen o employee skills
(Bankins and Fo mosa, 2023). To do his, i is necessa y o add ess human-cen ed
compe encies, knowledge, and skills o e ec i ely pe o m hei unc ions in a
sus ainable en i onmen (Yeşil aş e al., 2022). In he ho el indus y, hese skills a e
essen ial o implemen and main ain sus ainable p ac ices among gues s and
collabo a e on p ojec s ha con ibu e o en i onmen al p o ec ion (Huang e al.,
2022).
Among he mos ou s anding skills would be digi al li e acy and handling o AI
ools h ough ese a ion managemen sys ems, i ual assis an s, and da a analysis
(Balkano , 2023). Among he compe encies, we can poin o empa hy and
in e cul u al unde s anding, e ec i e communica ion, o c i ical hinking and
p oblem-sol ing (Lepeley, and Beu ell, eds., 2021).
One way in which p omo ing he mo e humanis ic side o AI can impac
employee skills is h ough pe sonalised aining and p o essional de elopmen
(Mukhe jee, 2023). AI can use ad anced algo i hms o analyse he indi idual needs
o each employee and ecommend pe sonalised aining and de elopmen p og ams
ha i hei in e es s, skills, and ca ee goals (Dwi edi e al., 2021). Fo example,
employees wo king in a eas ela ed o ene gy and na u al esou ce managemen can
ecei e speci ic aining on conse a ion and ene gy e iciency p ac ices, while hose
wo king in cus ome se ice a eas can ecei e aining in communica ion, p oblem-
sol ing, and cus ome se ice skills. By p o iding pe sonalised aining and
de elopmen p og ams ailo ed o he indi idual needs o each employee, AI can
imp o e hei pe o mance and con ibu ion o he ho el, which in u n can inc ease
cus ome sa is ac ion and business p o i abili y.
I is impo an o unde s and how AI and o he echnologies can a ec he
cul u es, adi ions, and li es yles o local communi ies and how hey a ec hei ai
and digni ied wo king condi ions (S ahl, 2021). Se ies o e hical p inciples such as
anspa ency, ai ness, p i acy, and esponsibili y, play a key ole in he ho el sec o
(Demi , 2024).
Fu he mo e, AI can o e con inuous eedback and e alua ion o help
employees imp o e and e ine hei skills o e ime. By aining employees in
sus ainable p ac ices, AI can enhance hei abili y o con ibu e o he success and
epu a ion o a ho el as a leade in sus ainabili y and en i onmen al esponsibili y
(Adeel e al., 2024).
Ano he impo an aspec o skills de elopmen is os e ing social and
communica ion skills ha allow employees o wo k in eams and e ec i ely in e ac
wi h gues s abou he ho el's sus ainabili y ini ia i es (González-Rod íguez e al.,
2019). Based on he pa ag aphs abo e, hypo heses 5 and 6 a e p oposed:
Ma ía Ma ín Lucas, e al.,
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238
Table 4. HTMT
SK
EP
HAI
M
O
TCH
SK
P
0,627
HS
0,485
0,652
M
0,488
0,772
0,538
O
0,261
0,575
0,561
0,635
TCH
0,556
0,573
0,605
0,459
0,490
4.4. Pa h coe icien s
Pa h coe icien s in Sma PLS ep esen di ec ela ionships be ween
a iables. T s a is ics alues assess he s a is ical signi icance o hese coe icien s,
while P alues indica e he p obabili y o ob aining simila esul s by chance. A
coe icien is conside ed signi ican i he absolu e alue o T s a is ics is g ea e han
1.96 and he P alue is less han 0.05, sugges ing a signi ican ela ionship be ween
he a iables.
Table 5.Coe icien s T and P
O iginal sample (O)
2.5%
97.5%
T S a is ics
P alues
H1: TCH -> HAI
0,515
0,446
0,583
14,564
0,000
H2: HAI -> M
0,471
0,380
0,560
10,132
0,000
H3: HAI -> O
0,280
0,175
0,379
5,372
0,000
H4: M -> O
0,405
0,300
0,509
7,590
0,000
H5: HAI -> SK
0,272
0,189
0,358
6,271
0,000
H6: M -> HA
0,304
0,201
0,398
6,148
0,000
H7: M -> P
0,443
0,314
0,561
7,037
0,000
H8: O -> P
0,168
0,058
0,280
2,948
0,003
H9: SK -> P
0,306
0,219
0,408
6,467
0,000
4.5. F-squa e
The -squa e in Sma PLS measu es he e ec size o p edic i e signi icance
o a cons uc on a speci ic endogenous a iable. The e e ence alues a e: 0.02
(small e ec ), 0.15 (medium e ec ) and 0.35 (la ge e ec ). F-squa e alues abo e
0.35 indica e ha he cons uc has a subs an ial impac on he dependen la en
a iable, while alues below 0.02 sugges an insigni ican impac .
Table 6.F-Squa e
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239
A
ES
HS
M
O
TCH
A
0,164
0,106
ES
HS
0,208
0,033
0,285
M
0,258
O
0,043
0,208
TCH
0,362
5. DISCUSSION
The model p esen ed o humanise he use o a i icial in elligence (AI) in he
ho el indus y is signi ican (R²=0.538). The ela ionships be ween he p oposed
a iables a e posi i e and signi ican , alida ing he use o MOA (Mo i a ion,
Oppo uni y and Abili y) Theo y. Mo i a ions o humanising AI include de ining a
clea se o e hical p inciples and human alues o guide i s de elopmen and
implemen a ion (H2: HS → M, β=0.471; =10.132; p=0.000). These p inciples
should p omo e espec o human igh s, p i acy, anspa ency, ai ness and
accoun abili y. Embedding hese alues om he ou se ensu es ha AI is de eloped
in an e hical and human-cen ed manne .
Fo ho el manage s, ex e nal oppo uni ies in ho els, i well ha nessed, can
c ea e an en i onmen ha enables employees o use AI o deli e excellen se ice
(Zong & Fukushige, 2023). P omo ing a humanis ic app oach o AI can ans o m
hese oppo uni ies, c ea ing condi ions conduci e o excep ional se ice by
imp o ing employee well-being and se ice capabili y. Ano he in e es ing ac o
highligh ed by manage s is he in es men in R&D o AI applica ions o
sus ainabili y (H3: HS → O, β=0.175; =5.372; p=0.000). Which is c ucial o
de eloping new algo i hms and inno a i e solu ions in a eas such as ene gy
e iciency and g een echnology.
Employee skills e e o he compe encies needed o pe o m e ec i ely in a
sus ainable en i onmen (Yeşil aş e al., 2022). P omo ing human digni y h ough AI
can ans o m he de elopmen o hese skills. I is essen ial o de elop compe encies
such as empa hy, e ec i e communica ion and c i ical hinking, as well as
knowledge o e hical p inciples such as anspa ency, ai ness, p i acy and
accoun abili y in he use o AI. Unde s anding how AI a ec s wo k cul u es and
wo king condi ions is undamen al (H5: HS → HA, β=0.272; =6.271; p=0.000).
Among hese ela ionships, he ela ionship be ween he challenges p esen ed
and he p oposal o a humanis ic solu ion o hem s ands ou o i s high pa ame ic
alues (H1: TCH→ HS, β=0.515; =14.564; p- alue=0.000). The in eg a ion o
a i icial in elligence (AI) in he ou ism indus y aces he ha m ul e ec s o
algo i hmic bias, which may e lec cul u al and socio-economic biases in
Ma ía Ma ín Lucas, e al.,
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ISSN: 1989-8487
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ecommenda ions o ou ism des ina ions and ac i i ies, aising issues o equi y and
ai ness in access o ou ism oppo uni ies. Fu he mo e, he use o AI in ou ism can
lead o p i acy b eaches and da a manipula ion, highligh ing he need o ensu e he
secu i y and p i acy o use s in o de o build us in hese sys ems. A humanis ic
app oach o AI in he hospi ali y indus y is essen ial o add ess hese challenges and
p omo e human digni y.
The p oposed model no only ea s wo ke s no as ools o achie e goals, bu
as human beings wo hy o in eg al de elopmen . Acco ding o Al i a (1989),
humanism equi es leade s who a e awa e o hei social esponsibili y, capable o
showing he bene i s o humanism o he es o socie y. This means using echnology
o con ibu e o he pe sonal and p o essional de elopmen o employees and o
enhance he cus ome expe ience. Aligned wi h hese wo objec i es, AI can o e
con inuous aining h ough pe sonalised cou se ecommenda ions and educa ional
esou ces, allowing employees o acqui e new skills h oughou hei ca ee . In
addi ion, i can enhance aining and empa hy in gues in e ac ions by analysing da a
o iden i y indi idual pa e ns and p e e ences.
Coupled wi h be e aining and empowe men , a hi d solu ion ha AI
p oposes o o e come oday's challenges is o p omo e c ea i i y and inno a ion,
eeing employees om epe i i e asks and allowing hem o ocus on ac i i ies ha
equi e unique human skills. All o his helps o acili a e eamwo k and
communica ion be ween employees om di e en a eas, p omo ing a wa me and
mo e welcoming hospi ali y cul u e.
6. CONCLUSIONS
Fi s , om a humanis pe spec i e, a i icial in elligence (AI) should be a ool
in he se ice o people's well-being and digni y. Fo AI o do good, bo h he
echnology and he indi iduals need cons an aining and p ac ice. In he hospi ali y
indus y, his means using AI o collec , p ocess and communica e in o ma ion in a
way ha espec s human digni y, a oiding i s use o pu ely economic, powe o
in luence pu poses. A humanis ic app oach o AI in ho els should ocus on c ea ing
au hen ic, inclusi e and cul u ally di e se ou ism expe iences. Mo i a ion-
Oppo uni y-Abili y (MOA) heo y sugges s ha he e ec i e implemen a ion o AI
in his sec o depends on he mo i a ion, oppo uni y and abili y o employees. In his
way, human well-being o ien ed AI can signi ican ly imp o e ou comes and se ice
quali y in he hospi ali y indus y.
Second. The in eg a ion o AI in ou ism p esen s se e al echnical, economic
and e hical challenges. One o he main p oblems is algo i hmic bias, which may
e lec cul u al and socio-economic biases in ecommenda ions o ou ism
des ina ions and ac i i ies, aising ques ions o equi y and ai ness in access o
ou ism oppo uni ies. Fu he mo e, he use o AI in ou ism can lead o p i acy
b eaches and da a manipula ion, highligh ing he need o ensu e he secu i y and
p i acy o use s o build us in hese sys ems. A humanis ic app oach equi es
Wha ole does he humanisa ion o AI play in imp o ing ou is pe o mance?
SOCIOLOGÍA Y TECNOCIENCIA, 15.1 (2025): 223-248
ISSN: 1989-8487
241
ca e ul design and e alua ion o algo i hms o ensu e ai ness and impa iali y in
ou ism o e s and ecommenda ions. Upda ed and collabo a i e egula o y
amewo ks in ol ing legisla o s, egula o s, indus y and ci il socie y a e also
c ucial o ensu e anspa ency and accoun abili y in he use o AI.
Thi d, AI can and should be used o p omo e he holis ic de elopmen o
people in he hospi ali y indus y. This includes o e ing con inuous aining o
employees h ough pe sonalised cou se ecommenda ions and educa ional esou ces,
imp o ing aining and empa hy in gues in e ac ions. AI can help iden i y indi idual
cus ome pa e ns and p e e ences, enabling pe sonalisa ion o se ice. In addi ion, i
can os e c ea i i y and inno a ion in employees, eeing hem om edious asks
and allowing hem o ocus on ac i i ies ha equi e unique human skills. AI can also
imp o e communica ion and eamwo k, p omo ing a wa me and mo e welcoming
hospi ali y cul u e. Finally, AI can p o ide analy ics and ecommenda ions ha help
employees make mo e in o med decisions aligned wi h e hical p inciples,
empowe ing hem o ac esponsibly and e hically.
A s udy among ho el di ec o s and manage s can ha e se e al limi a ions and
biases. Fi s , he humanis ic pe spec i e sugges s ha AI should se e human well-
being, bu some manage s may p io i ize economic bene i s o e e hical implica ions.
Second, he in eg a ion o AI aces echnical, economic, and e hical challenges;
manage s may ha e di e en le els o knowledge and a i udes owa d hese
challenges, a ec ing he s udy esul s. Finally, MOA heo y indica es ha he
e ec i e implemen a ion o AI depends on employees' mo i a ion, oppo uni y, and
abili y, bu manage s' biased pe cep ions o hese a iables can dis o he
unde s anding o AI's eal impac .
These limi a ions could ha e been educed wi h mo e p epa a ion sessions o
cla i y he s udy's objec i es and by inc easing he sample size o di ec o s and
manage s. Be e p epa a ion ensu es a mo e comp ehensi e unde s anding o e hical
conside a ions, echnical challenges, and employees' capabili ies, leading o mo e
balanced and accu a e esul s.
Fu u e lines o esea ch will ocus on es ing how he humanis ic model a ec s
no only manage s, bu also employees and cus ome s, speci ying hei di e ences
and simila i ies. In o ma ion ha may be o in e es o ou ism au ho i ies in a egion
and especially o companies in he ou ism indus y.
As a u u e esea ch di ec ion, a longi udinal analysis could be added o
examine how AI in luences he hospi ali y indus y o e se e al yea s. This app oach
would p o ide insigh s in o he long- e m impac s o AI on ope a ional e iciency,
employee adap a ion, and gues sa is ac ion. By acking changes and ends o e
ime, esea che s can iden i y pa e ns and make mo e in o med ecommenda ions
o in eg a ing AI in a way ha balances economic bene i s wi h e hical
conside a ions.
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