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Journals / Çukurova Üniversitesi Sosyal Bilimler Enstitüsü Dergisi / 2026 / Cilt: 35

CHALLENGES IN THE TRANSITION TO AI IN HOTEL OPERATIONS FROM MANAGERIAL PERSPECTIVE

YÖNETİCİ PERSPEKTİFİNDEN OTEL FAALİYETLERİNDE YAPAY ZEKÂYA DÖNÜŞÜM SORUNLARI

Merve Sema Yiğit Tekinçay(AKDENİZ ÜNİVERSİTESİ)0000-0002-8884-6072
Abdullah Akgün(AKDENİZ ÜNİVERSİTESİ)0000-0001-9949-1417
Pages
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Publication Date
2026-04-28
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AI Summary & Key Takeaways

AI Insight
⚡ TL;DR(Too Long; Didn't Read)

The findings indicate that factors such as AI’s lack of social skills, communication challenges, performance limitations, guest resistance and lack of acceptance, employee adaptation issues, employment concerns, and infrastructure deficiencies are more decisive in the transformation process than technical or cost-related issues.

📌 3 Key Takeaways

🎯
Objective & Hypothesis:Artificial intelligence (AI)-supported applications in accommodation businesses have the potential to enhance operational efficiency and reduce costs.
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Key Findings & Data:Conducted using a phenomenological design, the research involved in-depth interviews with 33 department managers working in accommodation businesses in the province of Antalya, selected through maximum variation sampling.
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Conclusion & Impact:The findings indicate that factors such as AI’s lack of social skills, communication challenges, performance limitations, guest resistance and lack of acceptance, employee adaptation issues, employment concerns, and infrastructure deficiencies are more decisive in the transformation process than technical or cost-related issues.
🔬Design:Araştırma Makalesi
📍Scope:Comprehensive Sample
⚙️Variables:Yapay zekâ · Yapay zekâ dönüşümü · Yapay zekâ uygulamaları

Abstract

Artificial intelligence (AI)-supported applications in accommodation businesses have the potential to enhance operational efficiency and reduce costs. However, this transformation process remains limited in hotel enterprises in Turkey, and especially managers are lagging behind in adapting business processes to AI. This study aims to identify the challenges to AI adoption in hotel enterprises from the perspective of decision-making managers. Conducted using a phenomenological design, the research involved in-depth interviews with 33 department managers working in accommodation businesses in the province of Antalya, selected through maximum variation sampling. The data obtained were analysed using thematic analysis with the aid of MAXQDA 24 software. The findings indicate that factors such as AI’s lack of social skills, communication challenges, performance limitations, guest resistance and lack of acceptance, employee adaptation issues, employment concerns, and infrastructure deficiencies are more decisive in the transformation process than technical or cost-related issues. By focusing on the experiences of managers, the study contributes to understanding the institutional dynamics of AI transformation and offers strategic recommendations for industry stakeholders.

Özet

Konaklama işletmelerinde yapay zekâ destekli uygulamalar, operasyonel verimliliği artırma ve maliyetleri düşürme potansiyeline sahiptir. Türkiye’deki otel işletmelerinde bu dönüşüm süreci sınırlı düzeydedir ve özellikle yöneticiler iş süreçlerini yapay zekâya dönüştürmekte geç kalmaktadır. Bu çalışma, karar verici yöneticilerin bakış açısından, otel işletmelerinde yapay zekâya geçişin önündeki sorunları belirlemeyi amaçlamaktadır. Fenomenolojik desenle yürütülen araştırmada, maksimum çeşitlilik örneklemesi ile Antalya ilindeki konaklama işletmelerinde görev yapan 33 departman yöneticisiyle derinlemesine görüşmeler gerçekleştirilmiştir. Elde edilen veriler MAXQDA 24 programı kullanılarak tematik analiz yöntemiyle incelenmiştir. Bulgular, yapay zekânın sosyal beceri eksikliği, iletişim sorunları, performans sınırlılıkları, misafirlerin benimsememesi, misafir kabulü, çalışan adaptasyonu, istihdam sorunları ve altyapı yetersizliklerinin dönüşüm sürecinde teknik/maliyet sorunlarından daha belirleyici olduğu yönündedir. Çalışma, yöneticilerin deneyimlerini merkeze alarak yapay zekâ dönüşümünün kurumsal dinamiklerini anlamaya ve sektöre yönelik stratejik çözüm önerileri sunmaya katkı sağlamaktadır.

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Cite This Article

Tekinçay, M. S. Y., Akgün, A. (2026). CHALLENGES IN THE TRANSITION TO AI IN HOTEL OPERATIONS FROM MANAGERIAL PERSPECTIVE. Çukurova Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, Cilt: 35. https://doi.org/10.35379/cusosbil.1685080

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