Title: Help! Help! The invasion of artificial intelligence technology towards the travel and tourism industry: what do Malaysians say about it?

Authors: Chia May Moo; Chun Yi Cheng; Wei Boon Quah

Addresses: School of Hospitality, Tourism and Culinary Arts (SHTCA), UOW Malaysia KDU Penang University College, 32, Jalan Anson, George Town, 10400 George Town, Penang, Malaysia ' School of Hospitality, Tourism and Culinary Arts (SHTCA), UOW Malaysia KDU Penang University College, 32, Jalan Anson, George Town, 10400 George Town, Penang, Malaysia ' Faculty of Educational Studies, Universiti Putra Malaysia, Persiaran Masjid, 43400 Serdang, Selangor, Malaysia; Human Resources Management Division, Ministry of Higher Education, No. 2, Menara 2, Jalan P5/6, Precinct 5, Federal Government Administrative Centre, 62200 Putrajaya, Malaysia

Abstract: Artificial intelligence (AI) is increasingly becoming an everyday reality to support human capability, simplify human life, and improve human ability to use information. The study aims to investigate the perceptions that lead to the acceptance of Malaysians on AI technology for Malaysia's travel and tourism industry. Explanatory research and quantitative method were applied. One hundred Malaysians aged 18 and above were surveyed. Questionnaires were distributed at Armenian Street, Penang. Meanwhile, online questionnaires were carried out. Data gained was analysed using Statistical Packages of Social Science (SPSS). Findings showed a relationship between perceived benefits and acceptances of AI, whereas there is no relationship between perceived risks and acceptance of AI. The results indicated a significant difference in age among Malaysians on their acceptance of AI. This finding and contribution could be highly beneficial to some parties, government agencies, tourism-related businesses, and academicians that are concerned with the development of AI.

Keywords: artificial intelligence; Malaysians; perceptions; acceptances; travel and tourism industry.

DOI: 10.1504/IJLTM.2022.131074

International Journal of Leisure and Tourism Marketing, 2022 Vol.7 No.4, pp.254 - 279

Received: 14 Feb 2022
Accepted: 30 Jul 2022
Published online: 24 May 2023 *

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