Feasibility Study of Using Artificial Intelligence in Tourism Agencies and Its Impact on Human Resource Performance

Abstract

Parsa Mohammadi

Artificial intelligence (AI) has now penetrated all aspects of human life and various industries. Technology has always played a key role in tourism and hospitality (T&H). Although various aspects of AI application in the tourism industry have been studied so far, its impact on human resources (HR) and the workforce has not been well explored. The purpose of this research is to investigate the feasibility of using AI in tourism and travel agencies and its effects on HR performance. At first, interviews were conducted with people working in three tourism agencies located in two tourist- friendly provinces of Iran. Twelve semi-structured interviews were conducted with directors, managers, and employees. The findings were then qualitatively analyzed and categorized. The results showed that all employees had embraced the digitalization of tourism and were aware of its benefits, including 24/7 service and data analysis. There were many different opinions and sometimes concerns about job security and organizational roles. Despite the serious challenges of implementing AI in agencies, such as cost, infrastructure, and workforce training; most people welcomed it. We suggest an AI-human combined system to improve the performance of HR in tourism agencies.

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