Transforming Hospitality Decision-Making: The Impact of Generative AI on Cognitive Alignment and Adaptive Intelligence
Jia xinlin, Li Wenting, Khairul Anuar Mohammad Shah, Meng Na, Syed Shah Alam · Journal of Quality Assurance in Hospitality & Tourism · 2025
This study investigates how Cognitive Alignment (COG), Adaptive Organizational Intelligence (AOI), and AI Decision Capability (AIDC) collectively influence organizational performance in the Greater Bay Area (GBA), China, an innovation-rich environment. Drawing on Socio-Technical Systems Theory, Dynamic Capabilities Theory, and Cognitive Fit Theory, the research examines how Data Ecosystem Maturity (DEM), Decision Fatigue Reduction (DFR), and Strategic AI Visioning (SIV) moderate these relationships. Using Partial Least Squares Structural Equation Modeling (PLS-SEM) and data from 410 respondents across 200 organizations, the results indicate that AIDC and AOI positively drive performance, whereas COG exerts a negative direct effect. Moderation analyses highlight that DEM amplifies the positive impact of AOI on performance, while DFR and SIV exhibit more intricate moderating roles across diverse pathways. These findings underscore the importance of aligning AI initiatives with human cognition and broader strategic objectives. They further emphasize the necessity of mature data infrastructures, balanced automation, and adaptive intelligence to harness AI’s transformative potential. By integrating key theoretical perspectives and offering actionable strategies, this study contributes to the understanding of AI-driven decision-making in rapidly evolving, innovation-centric contexts.