The impact of Artificial Intelligence on improving tourism service quality in The Egyptian destination

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Tourism Studies Department, Faculty of Tourism and Hotels - University of Sadat City

Abstract

Artificial Intelligence (AI) can easily be integrated into tourism businesses, allowing them to quickly analyze massive amounts of data. This analysis can assist tourism operators in making business decisions and personalizing the tourist experience. This research investigates the impact of AI on improving tourism service quality in The Egyptian destinations. The survey utilized convenience sampling for participant selection; a total of 500 questionnaires were distributed to tourists in the Egyptian destination, resulting in 415 valid responses, with 249 respondents reporting previous experience with AI applications in the tourism and hospitality industry. The study utilizes the SERVPERF model to examine AI's influence on key service quality dimensions, including tangibles, reliability, responsiveness, assurance, and empathy. The findings reveal that AI contributes significantly to enhancing service quality and customer satisfaction. The research provides recommendations for increasing AI implementation and highlights areas for future exploration.

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