Measuring the Service Quality of Artificial Intelligence in the Tourism and Hospitality Industry

The tourism industry is rapidly adopting artificial intelligence (AI) to enhance customer experiences and improve service delivery. However, the adoption of AI has raised concerns about concierge chatbots, digital assistance, proactiveness, anthropomorphism, and security, and its impact on overall customer satisfaction. Therefore, the aim of this research is to measure the service quality of AI in the tourism industry, with primary data collected in Pondicherry. This study is a quantitative research study that utilized a survey method to collect primary data. A total of 350 respondents were targeted, with 307 valid responses obtained. The data were analyzed using confirmatory factor analysis and structural equation modeling. The study highlights that AI technology has a significant positive impact on the service quality of the tourism industry. This study contributes to the literature by providing empirical evidence to service quality in the context of AI technology and the importance of AI technology to enhance service quality and customer satisfaction.