Exploring the Impact of AI on Tourism Program Personalization: The Mediating Roles of Readiness, Data Quality, and Decision-Making in Egyptian Travel Agencies

This study explores the role of Artificial Intelligence (AI) in enhancing the personalization of tourism programs in Egyptian travel agencies. Using a conceptual framework built on four AI dimensions—predictive analytics, automation, recommendation systems, and natural language processing (NLP)—the research examines how AI can improve personalized service delivery tailored to tourist preferences and behaviors.  To deepen the analysis, the study introduces three mediating variables: organizational readiness, customer data quality, and AI-enabled decision-making. These factors are posited to influence the strength of the relationship between AI adoption and tourism program personalization by enabling effective use of technological capabilities within agencies. A quantitative research design was adopted; employing a structured online questionnaire distributed to employees of Category “A” travel agencies across three Egyptian governorates: Cairo, Giza, and Alexandria. A total of 120 valid responses were analyzed using SPSS for descriptive statistics, reliability, and correlation, and AMOS for structural equation modeling (SEM). Evidence from the analysis confirmed the measurement model’s robustness in terms of reliability and validity.  The findings reveal significant positive relationships between all four AI dimensions and the personalization of tourism programs. Furthermore, the mediating variables were found to enhance these relationships substantially, underscoring the importance of supportive organizational and data environments in realizing AI’s full potential. This study offers both theoretical insights and practical implications. It emphasizes that AI adoption alone is not sufficient; agencies must also invest in digital infrastructure, data quality, and organizational preparedness to maximize the benefits of AI-driven personalization. Recommendations are provided for tourism managers and policymakers aiming to enhance customer satisfaction and competitiveness through smart tourism strategies. The research highlights the strategic role of AI in transforming personalized travel experiences, particularly in emerging markets such as Egypt.