PLS-SEM Algorithmic Modeling of High-Tech and High-Touch Hospitality Experiences with Moderating Roles of Employee Presence and Technology Identity

As tourism businesses increasingly integrate anthropomorphic and AI-impowered technologies into service functions, a key managerial and theoretical challenge is adjusting high-tech performance with high-touch human involvement. Addressing this issue, this paper applied a PLS-SEM algorithmic modeling method to explore how anthropomorphic technological experiences shape guests’ experiential sharing intentions (ESIs) within hospitality service environments. Drawing on social response theory and service experience theory, this research developed and practically evaluated a moderated–mediated model describing how anthropomorphic technological experiences can impact experiential sharing intentions (ESIs). Specifically, the model tested the direct and indirect impacts of anthropomorphic experience on ESI through affective experience (AFEX) and perceived service innovation (PSI), while evaluating the moderating roles of employee presence and technology identity. The results offered strong evidence to support the developed framework. Anthropomorphic experience can positively impact guests’ affective experience, PSI, and ESI with others. Both AFEX and PSI can act as significant predictors of ESI and can operate as complementary mediating mechanisms, implying that emotional involvement and innovation-signaling technologies reinforce guests’ advocacy through dual experiential pathways. Notably, the findings revealed a critical boundary setting. Technology identity can amplify the influence of anthropomorphic experience on both AE and PSI, signaling that guests who view technology as part of their self-concept exhibited greater levels of experiential value from human-like operations. By applying PLS-SEM algorithmic modeling to integrate anthropomorphism, perceived innovation, and experiential value within a moderated mediation framework, this paper advanced the theoretical understanding of high-tech–high-touch hospitality experiences and provided practical insights for developing synergistic technology-enabled service contexts.