Artificial Intelligence (AI) Service Adoption in Muslim-Friendly Hotels Extending TAM with Shariah-Compliance Trust, Tech-Savviness, and Halal Integrity Threat

Abstract

This paper extends the Technology Acceptance Model (TAM) to examine the determinants of Artificial Intelligence (AI) service adoption within Malaysian Muslim-friendly hotels. Synthesizing literature across information systems, internal quality management, and Islamic hospitality, the study develops a robust conceptual framework that bridges technical automation with socio-religious values. The model maps out consumer tech-savviness and Shariah-compliance trust as independent variables, perceived usefulness and ease of use as mediators, and adoption intention as the dependent variable. The framework reveals that while trust and tech-savviness drive technical acceptance, perceived halal integrity threats act as a critical negative moderator that weakens adoption intentions. Ultimately, these insights provide hotel operators with a strategic blueprint to deploy smart features without compromising religious compliance, successfully protecting internal service quality while mitigating customer anxieties.