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October 23, 2025Studia PeriegeticaOpen Access

The Sustainable Shift: Employees’ Behavioural Intentions Towards the Use of Artificial Intelligence in Sustainable Tourism

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Authors

YKYollanda KakomweUniversity of JohannesburgMMModjadji Matilda MashapaUniversity of JohannesburgTTTembi Maloney TichaawaUniversity of Johannesburg

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Implication

Analysis of factors influencing behavioural intentions towards artificial intelligence use in sustainable tourism, indicating social influence plays a vital role.

Key Points

  • Behavioural intentions towards using artificial intelligence increased significantly with positive perceptions of social influence.
  • Findings showed that performance expectancy and effort expectancy strongly correlate with employees’ intentions to adopt AI usage.
  • Assessment using online survey data and PLS-SEM analysis revealed multifaceted factors impacting AI implementation.
  • Study highlights the importance of understanding how technological change affects employee behavior in sustainable tourism.

Cite This Study

Kakomwe et al. (2025) studied this question.

synapsesocial.com/papers/68f984011881b68f3b7ae360https://doi.org/10.58683/sp.2080
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