How AI Awareness Triggers Employees’ Counterproductive Work Behaviors in Hospitality and Tourism Enterprises: The Mediating Role of Job Insecurity

Elsokkary, Hassan Hassan Kamel AbdElhay; Hashad, Mohammed Ezzat; Wahba, Sara Atef Mokhtar; Moustafa, Fatheya Abo Srea

doi:10.21608/ijthsx.2025.355459.1144

How AI Awareness Triggers Employees’ Counterproductive Work Behaviors in Hospitality and Tourism Enterprises: The Mediating Role of Job Insecurity

Document Type : Original Article

Authors

¹ Hotel Studies Department, Higher Institute of Tourism and Hotels in 6th of October City.

² Hotel Management Department, Faculty of Tourism and Hotels, University of Sadat City

³ Tourism Studies, Faculty of Tourism and Hotels, Beni-Suef University, Egypt

⁴ Hotel Management Department, Faculty of Tourism and Hotels, Helwan University, Egypt.

10.21608/ijthsx.2025.355459.1144

Abstract

The rapid integration of AI is reshaping the professional landscape, introducing both opportunities and challenges for employees. This study examines the potential negative consequences of AI awareness on employee behavior within the tourism and hospitality industry. Specifically, it investigates the relationship between AI awareness and counterproductive work behaviors (CWBs), focusing on the mediating role of job insecurity (JI). Data was collected from 234 employees working in Egyptian five-star hotels and category-A travel agencies. The study employed a quantitative approach, using structural equation modeling (SEM-PLS) to analyze the collected data. The findings revealed a significant positive relationship between AI awareness and CWBs, suggesting that increased awareness of AI may lead to negative employee behaviors. Additionally, the study confirmed a positive relationship between AI awareness and job insecurity, indicating that AI awareness can exacerbate feelings of job insecurity among employees. Furthermore, job insecurity was found to partially mediate the relationship between AI awareness and CWBs, highlighting the importance of job insecurity as a mechanism through which AI awareness may lead to negative employee behaviors. This research contributes to the existing literature by shedding light on the potential negative impacts of AI on employee behavior, particularly in the tourism and hospitality sector. It provides valuable insights for organizations to proactively address the challenges associated with AI implementation and mitigate the risk of negative employee behaviors. By understanding the factors that contribute to CWBs in the context of AI, organizations can develop strategies fostering a positive work environment and maintain employee morale and productivity.

Keywords