THE MEDIATING ROLE OF ARTIFICIAL INTELLIGENCE IN  MOTIVATION AND PERFORMANCE OF EMPLOYEES

Tamara Jevtic; Aleksandra Vasic Popovic; Jelena Jevtic; Zoran Jokić

doi:10.59864/Oditor22501TJ

Autori

Tamara Jevtic Akademija strukovnih studija Šabac, R. Srbija Author
Aleksandra Vasic Popovic Akademija strukovnih studija Šabac, R. Srbija Author
Jelena Jevtic Akademija strukovnih studija Šabac, R.Srbija Author
Zoran Jokić Akademija strukovnih studija Šabac, R.Srbija Author

DOI:

https://doi.org/10.59864/Oditor22501TJ

Ključne reči:

motivacija, učinak, veštačka inteligencija, turizam, ugostiteljstvo

Apstrakt

Cilj istraživanja bio je da se ispitaju relacije između motivacije i učinka zaposlenih, kao i posredni efekat veštačke inteligencije između sistema motivacije i učinka zaposlenih u turizmu. Glavno istraživačko pitanje odnosi se na utvrđivanje relacija koje motivacija ima na učinak zaposlenih u turizmu i uloge koje veštačka inteligencija ima u ovom odnosu. Empirijsko istraživanje je sprovedeno na uzorku od 202 zaposlena u turizmu i ugostiteljstvu u Republici Srbiji u periodu od maja do avgusta 2023. godine putem elektronskog upitnika. Predloženi odnosi su testirani PLS-SEM metodom primenom SmartPLS softvera. Istraživanja su ukazala da postoji direktan pozitivan efekat motivacije na primenu veštačke inteligencije i učinak zaposlenih. Primena veštačke inteligencije ima indirektan uticaj na odnos motivacije i učinka zaposlenih u organizacijama u turizmu i ugostiteljstvu. Adekvatan pristup motivaciji od strane organizacije i jačanje sposobnosti u pogledu AI rezultiraće većim učinkom zaposlenih.

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