Redefining the servicescape in hospitality through technology and artificial intelligence: a conceptual framework
本文提出了一个整合人工智能的酒店服务场景扩展框架，涵盖物理、社会和数字维度，帮助从业者在混合服务环境中平衡技术与情感体验。
Purpose This study aims to propose an expanded framework for the servicescape paradigm in hospitality, integrating technological advancements, particularly artificial intelligence (AI), to address the emergence of hybrid physical-digital service environments. Design/methodology/approach This conceptual paper synthesizes the literature on servicescape, technology integration and the customer experience in hospitality. It develops an AI-integrated framework that unifies physical, social and digital dimensions, incorporating prior extensions and moderating factors. Findings The revised framework enhances Bitner’s (1992) model by embedding AI-driven ambient conditions, spatial functionality and interactive artifacts while introducing AI-augmented social interactions and a digital/virtual servicescape. It highlights how AI enhances personalization and efficiency, moderated by factors such as customer technology readiness and service context, while emphasizing the need to preserve human-centric service values. A practical hotel example illustrates its application. Originality/value This study advances the servicescape paradigm by positioning AI as a core dimension, not merely an add-on, offering a novel lens on hybrid service environments in hospitality. It bridges theoretical gaps by integrating prior extensions (e.g. social servicescape, e-servicescape) with digital innovations, providing actionable insights for practitioners to balance technology and emotional engagement in guest experiences.