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273422

Factors Affecting the Likelihood of Using Artificial Intelligence in Tourism Businesses: A Case of Egypt.

Article

Last updated: 04 Jan 2025

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Subjects

-

Tags

Information technology and tourism
Tourism Management

Abstract

Tourism is being shaped by new consumer demands known as "digital natives", who expect technology such as Artificial Intelligence (AI). However, AI in tourism is still in its infancy compared to other sectors such as banking, healthcare, etc. Thus, governments and businesses need to develop AI policies and strategies to keep tourism services competitive. The objective of this research is to understand the factors that determine the likelihood of using AI in tourism businesses in Egypt. A measurement model is developed by combining the technology, organization, and environment context model and the benefits, organizational readiness, and external pressure model. The findings reveal that perceived functional benefits, strategic benefits, technological competence, and perceived risks are significant predictors of the likelihood of using AI in tourism businesses. The paper concludes that the public and private tourism sectors should enhance awareness of AI technologies implementation for a more prosperous, productive, and competitive tourism sector in Egypt.

DOI

10.21608/ijhth.2022.273422

Keywords

E, Tourism Artificial Intelligence technology Adoption Egypt

Authors

First Name

Ahmad

Last Name

Ragab

MiddleName

Muhammad

Affiliation

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Email

-

City

-

Orcid

-

First Name

Mohamed

Last Name

Ezzat

MiddleName

-

Affiliation

-

Email

mohamed.ezzat@mu.edu.eg

City

-

Orcid

-

Volume

15

Article Issue

2

Related Issue

32158

Issue Date

2022-12-01

Receive Date

2022-12-09

Publish Date

2022-12-01

Page Start

128

Page End

138

Print ISSN

2636-4131

Online ISSN

2636-414X

Article File

IJHTH_Volume 15_Issue 2_Pages 128-138.pdf

PDF . 488.6kB

Link

https://ijhth.journals.ekb.eg/article_273422.html

Detail API

https://ijhth.journals.ekb.eg/service?article_code=273422

Order

10

Type

Original Article

Type Code

804

Publication Type

Journal

Publication Title

International Journal of Heritage, Tourism and Hospitality

Publication Link

https://ijhth.journals.ekb.eg/

MainTitle

Factors Affecting the Likelihood of Using Artificial Intelligence in Tourism Businesses: A Case of Egypt.

Details

Type

Article

Created At

22 Jan 2023