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

Document Type : Original Article



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.


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