Influence of artificial intelligence tools on strategic, tactical and operational decision-making in hotel companies in the Cusco region

Abstract

This study analyzes the influence of artificial intelligence (AI) tools—expert systems, neural networks, and intelligent agents—on strategic, tactical, and operational decision-making in hotels located in Cusco, Peru. Using a quantitative, explanatory, and cross-sectional approach, a validated questionnaire was administered to 62 managers of three- to five-star hotels that implement AI technologies. Exploratory factor analysis identified five key dimensions: operational automation, operational efficiency, organizational agility, guest experience personalization, and perceived service quality. Subsequently, confirmatory factor analysis validated this model, showing that automation without personalization can reduce efficiency, and poorly managed organizational agility may lower service quality. The study concludes that the impact of AI on decision-making is
complex and depends on its strategic integration. It is recommended that contextual factors be considered for effective implementation in emerging tourism destinations.