Academic ResearchNovember 1, 2025Journal of Tourism, Hospitality and Travel Management

Adoption of Artificial Intelligence (AI) Technology in Enhancing Tourist Experience: A Conceptual Model

This article proposes a conceptual model for adopting Artificial Intelligence (AI) technology to enhance tourist experiences. It highlights the potential of AI to transform tourism by personalizing services, improving operational efficiency, and enriching guest interactions, offering practical insights for hospitality professionals aiming to leverage AI in their strategies.

Authors

Tomy Andrianto

Article content

The article titled "Adoption of Artificial Intelligence (AI) Technology in Enhancing Tourist Experience: A Conceptual Model" by Tomy Andrianto from Universiti Teknologi MARA (UiTM) Sabah Branch explores the integration of AI technology within the tourism and hospitality sectors to improve the overall tourist experience.

Although the full text is not available, the conceptual focus suggests that AI can be a transformative tool for hospitality professionals, enabling personalized guest services, streamlined operations, and enhanced distribution strategies.

For hotels and hospitality operators, adopting AI technologies means leveraging data-driven insights to tailor services to individual guest preferences, thereby increasing satisfaction and loyalty. AI-powered chatbots and virtual assistants can provide 24/7 customer service, answering queries and facilitating bookings, which improves guest engagement and operational efficiency.

From a revenue management perspective, AI can analyze market trends and customer behavior to optimize pricing strategies dynamically, maximizing revenue opportunities while maintaining competitive positioning. Additionally, AI can enhance distribution channels by automating content updates and managing inventory across multiple platforms, reducing overbooking risks and improving availability accuracy.

Operationally, AI applications such as predictive maintenance and smart energy management can reduce costs and improve sustainability, aligning with growing guest expectations for responsible tourism. Moreover, AI-driven sentiment analysis of guest feedback can help hotels identify areas for improvement and innovate service offerings.

The conceptual model proposed likely outlines the stages of AI adoption, including readiness assessment, technology selection, integration with existing systems, and continuous evaluation of impact on guest experience. Hospitality professionals should consider organizational culture, staff training, and data privacy concerns when implementing AI solutions.

In summary, the article underscores the importance of embracing AI technologies to stay competitive in the evolving tourism landscape. By strategically adopting AI, hotels can enhance guest experiences, optimize operations, and drive revenue growth, ultimately contributing to sustainable business success.

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