The role of Artificial Intelligence in Tourism Service Quality: Insights from Employees

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

Abstract

Artificial Intelligence (AI) technology significantly impacts the tourism sector by enhancing information processing and responsiveness, thus improving tourist services and business competitiveness. This research aims to investigate the acceptance of AI applications among employees in tourism sector in Egypt and evaluate the employees' attitudes towards AI implementation in tourism services. A survey was conducted with 393 employees from travel agencies, airlines, and hotels in Cairo, Sharm el-Sheikh, and Hurghada, representing key tourism hubs. The survey, distributed between March and May 2024. The findings revealed the critical role of demographic factors in AI adoption, highlighting the need for tailored strategies that address the diverse needs and concerns of various employee groups. The study underscores the necessity for heightened awareness, targeted training programs, and proactive measures to support AI integration. By focusing on these areas, tourism businesses can better address employee concerns and foster effective AI adoption, ultimately enhancing operational efficiency and customer service. These insights offer valuable recommendations for advancing AI technology in the Egyptian tourism industry.

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