...Paula González-Padilla; Đurđana Ozretić-Došen; Sandra Horvat Purpose This study seeks to explore the impact of AI-driven personalization in the hospitality and gastronomy sectors by identifying key variables and thematic clusters that shape current digital transformation practices. Design...

...). Findings The findings indicated that personalization does not influence functional value but exerts a positive influence on hedonic value. Similarly, social influence showed a significant association with hedonic value but no association with functional value. Furthermore, functional value does...

... with customized packaging as personal gifts to someone they care about. The ability to insert their initials or a personalized phrase appears to increase customers’ positive attitudes toward buying cookies with customized packaging. Those interested in this type of customization are willing to pay more...