Evaluating the Impact of AI-Based Chatbots on Administrative Processes from the Perspective of Hotel Managers: A Qualitative Study

Abstract

This study aims to examine the effects of AI-based chatbot technologies on hotel management processes from the perspective of hotel managers. The research is limited to hotel businesses operating in the Cappadocia region, one of Turkey's important tourism destinations, that actively use chatbot technology. A qualitative research method was adopted. In accordance with a phenomenological design, semi-structured in-depth interviews were conducted with seven hotel managers selected using purposive sampling. The data obtained were analyzed using thematic analysis with the MAXQDA 24 program. The findings reveal that AI-based chatbots increase
operational efficiency, reduce costs, make managerial decision-making processes data-driven, and provide a speed advantage in customer communication. However, the importance of human intervention and the difficulties experienced in the process of adapting to technology are also noteworthy findings.