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Introduction: The integration of Information Technology (IT) has significantly transformed the tourism industry, enhancing innovation, efficiency, and customer experiences. This study examines the impact of IT adoption in Kerala's tourism sector, focusing on its effects on booking systems, marketing strategies, and customer relationship management. The role of IT in improving organizational performance is a key highlight.Methods: A mixed-methods approach was used, combining qualitative data with quantitative observations to analyze IT application in Kerala's tourism sector. Surveys and performance metrics determined the level of IT integration in booking systems, marketing, and customer service. Focus group discussions and interviews explored risks like data security concerns and resistance to change, as well as opportunities for improved reach, efficiency, and community engagement.Results: The study found that organizational performance in Kerala's tourism industry is positively correlated with the extent of IT adoption, influenced by demographic factors. IT adoption led to enhanced operational efficiency and community engagement, with notable opportunities. Risks such as data security issues and resistance to technological change were addressed.Conclusion: This study highlights the transformative impact of IT on Kerala's tourism industry, emphasizing benefits and challenges. By adopting IT, tourism organizations in Kerala can enhance efficiency and customer engagement. The research offers practical suggestions for overcoming challenges and seizing opportunities, addressing practical limitations and ethical issues, and suggesting future directions for the sector
Prem et al. (Fri,) studied this question.