Travellers’ Satisfaction on the Applications of Artificial Intelligence in Malaysia’s Tourism and Hospitality Industry.

Abstract

Artificial intelligence (AI) is perceived as being able to transform tourism and hospitality industry’s operations into a greater efficiency and cost-effectiveness while offering travellers unique experiences. This study examines travellers’ satisfaction of AI applications, specifically through e-Hailing, e-Wallet, e-Gate and e-Visa in the tourism and hospitality industry in Malaysia. Quantitative research approach was adopted in the current study. Data was gathered from 200 respondents using self-administrative questionnaires. Local and foreign travellers of age 18 and above who had past travel experience were chosen as samples. The findings indicated that e-Hailing, e-Gate and e-Wallet significantly influence travellers’ satisfaction. However, the outcome shows that e-Visa application has no relationship with travellers’ satisfaction. This study helps to strengthen the tourism ministry’s current initiatives in boosting the tourism and hospitality industry in Malaysia. The outcome of the study might be of interest to the policy makers and regulators to improve on the applications of AI in tourism and hospitality in Malaysia.

Construction framework of smart tourism big data mining model driven by blockchain technology

“…Through research on artificial intelligence decision-making technology, it was found that artificial intelligence based on hyper-personalized products improved the conversion rate of advertisements and ultimately enhanced the traveler's experience [ 6 ]. Using quantitative research methods, Theam T S examined travelers' satisfaction with AI applications, especially through e-hailing, e-wallets, e-gates, and e-visas in Malaysia’ s tourism and hospitality industry [ 7 ]. Renjith S detailed the research on the evolution and characteristics and current limitations of travel recommendation systems, and also discussed the key algorithms used for the classification and recommendation process and the metrics that could be used to evaluate performance [ 8 ].…”