Technological Hospitality: Reframing Trust and Touchpoints in AI-Enabled Front Desk Services After the Pandemic

Chandramauli Dhaundiyal, Dr. Rekha Gupta

Abstract: This paper explores the evolving notion of ?trust? in AI-enabled front desk services post-COVID, where physical touchpoints are minimized and technological interfaces dominate. Leveraging the Extended Technology Acceptance Model (TAM2) and Mayer et al. ?s Trust in Organizations theory, the study reconceptualizes trust as a multi-dimensional construct-spanning system reliability, interface transparency, and emotional assurance. The research is underpinned by conceptual innovation and primary data from 15 hotel managers and 50 guests in 4-star urban hotels in Bengaluru and Pune. Using scenario-based survey data and guided interviews, the study examines the determinants of guest trust in biometric kiosks, app-based check-ins, and chatbot-led support systems. The analysis shows that interface personalization and real-time responsiveness are pivotal to rebuilding trust in the absence of traditional human interaction. The paper introduces the ?Digital Trust Loop? model-outlining how familiarity, responsiveness, and adaptive AI feedback loops contribute to perceived reliability and satisfaction. Contributions include expanding the TAM framework for service interactions that lack human touch, while offering practical strategies for hotel managers navigating tech-driven transformation in the post-pandemic landscape.

Keywords: AI, trust, TAM2, digital hospitality, guest satisfaction, front desk technology, post-COVID hotel operations, service interface