Work

Exploring AI Adoption and Innovation Performance in African Tourism: A Technology Acceptance Model Approach

Year: 2025

Type: article

Abstract: The integration of Artificial Intelligence (AI) in the tourism industry has emerged as a catalyst for innovation and competitiveness, particularly in emerging markets. This study investigates the impact of perceived ease of use (PEOU) and perceived usefulness (PU) on tourism innovation performance (TIP), with AI adoption intention (AIAI) serving as a mediating variable. Grounded in the Technology Acceptance Model (TAM), data were collected from 245 tourism stakeholders across Africa using a structured questionnaire with a 7-point Likert scale. Structural Equation Modelling (SEM) using AMOS 24 was applied to assess both measurement and structural models. The results indicate that PU has a significant influence on AIAI, which in turn positively affects TIP. However, PEOU showed no significant effect on AIAI, and AIAI did not significantly mediate the effects of PU or PEOU on TIP. The model demonstrated good fit, with acceptable reliability and validity measures. These findings contribute to the literature on digital transformation in tourism, offering practical insights for policymakers and tourism operators. They highlight the need to prioritize perceived usefulness and actionable intention to effectively leverage AI for innovation.

Source: Springer Link (Chiba Institute of Technology)

DOI: 10.1051/e3sconf/202566001002/pdf

Authors: Dhenok Sagita Noer, Hussein Gibreel Musa, Caesareano Lafado Yesa, Silas Oghenemaro Emovwodo

Institutions: Telkom University, University of Khartoum, Universiti Brunei Darussalam

Language: English

Topic: Technology Adoption and User Behaviour

Subfield: Information Systems and Management

Field: Decision Sciences

Domain: Social Sciences

SDGs: Industry, innovation and infrastructure, Decent work and economic growth

Open Access status: green

OpenAlex ID: W7110921316

FWCI:

Cites:

Cited by:

Related to: