IDEAS home Printed from https://ideas.repec.org/a/bcp/journl/v9y2025issue-4p1289-1332.html

An Assessment of the Effects of Artificial Intelligence on Tourist Behavior and Decision-Making in San Jose Del Monte City, Bulacan

Author

Listed:
  • Genine Rianne A. Raynera

    (Department of Hospitality and Tourism Management, Bulacan State University-Sarmiento Campus, City of San Jose Del Monte, Bulacan, Philippines, 3023)

  • Sandara Kaye B. Balasta

    (Department of Hospitality and Tourism Management, Bulacan State University-Sarmiento Campus, City of San Jose Del Monte, Bulacan, Philippines, 3023)

  • Khay Ingrid E. Capili

    (Department of Hospitality and Tourism Management, Bulacan State University-Sarmiento Campus, City of San Jose Del Monte, Bulacan, Philippines, 3023)

  • Sarah Jane T. Haber

    (Master in Business Administration, Department of Business Administration, Bulacan State University-Sarmiento Campus, City of San Jose Del Monte, Bulacan, Philippines, 3023)

Abstract

The study utilized a mixed-method research design employing a quantitative and qualitative approach to investigate the effects of existing artificial intelligence tools provided by the travel agencies on the tourists’ behavior and decision-making in San Jose Del Monte City, Bulacan. The study revealed that most tourists agree that chatbots greatly contribute to travel agencies’ ensuring good quality travel services. Moreover, most tourists agree that the virtual travel assistants provided by the travel agencies greatly contribute to and help them plan and book their travels. Furthermore, the research findings show that most tourists believe that AI tools used by travel agencies can enhance their travel decision-making and overall experience. In addition, the relationship between chatbots, virtual travel assistants, and artificial intelligence, as well as how they affect tourists’ behavior and decision-making, was explored. The result shows the p-value of .000, which is less than the value of 0.05. Therefore, the null hypothesis is rejected, indicating a significant relationship between the variables of chatbots, virtual travel assistants, and artificial intelligence to the tourist’s behavior and decision-making. It is also noted that there is a strong positive correlation between each of these variables. The research findings provide a comprehensive overview of the current state and impact of AI tools in travel agencies in San Jose Del Monte City, Bulacan. Some of the travel agencies use a system that is connected to the airlines, highlighting the importance of flexibility and patience in meeting clients’ needs.

Suggested Citation

  • Genine Rianne A. Raynera & Sandara Kaye B. Balasta & Khay Ingrid E. Capili & Sarah Jane T. Haber, 2025. "An Assessment of the Effects of Artificial Intelligence on Tourist Behavior and Decision-Making in San Jose Del Monte City, Bulacan," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 9(4), pages 1289-1332, April.
    • Handle: RePEc:bcp:journl:v:9:y:2025:issue-4:p:1289-1332
    as

    Download full text from publisher

    File URL: https://www.rsisinternational.org/journals/ijriss/Digital-Library/volume-9-issue-4/1289-1332.pdf
    Download Restriction: no
    File URL: https://rsisinternational.org/journals/ijriss/articles/an-assessment-of-the-effects-of-artificial-intelligence-on-tourist-behavior-and-decision-making-in-san-jose-del-monte-city-bulacan/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Tamara Gajić & Alireza Ranjbaran & Dragan Vukolić & Jovan Bugarčić & Ana Spasojević & Jelena Đorđević Boljanović & Duško Vujačić & Marija Mandarić & Marija Kostić & Dejan Sekulić & Marina Bugarčić & B, 2024. "Tourists’ Willingness to Adopt AI in Hospitality—Assumption of Sustainability in Developing Countries," Sustainability, MDPI, vol. 16(9), pages 1-25, April.
    2. Cao, Guangming & Duan, Yanqing & Edwards, John S. & Dwivedi, Yogesh K., 2021. "Understanding managers’ attitudes and behavioral intentions towards using artificial intelligence for organizational decision-making," Technovation, Elsevier, vol. 106(C).
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Qi Ke & Yunhong Gong & Changping Ke, 2025. "Bridging AI literacy and UTAUT constructs: structural equation modeling of AI adoption among Chinese university students," Humanities and Social Sciences Communications, Palgrave Macmillan, vol. 12(1), pages 1-13, December.
    2. Mutmainnah & Novia Rahmadina & Rodah & Aprilia Ekarianti & Praja Hadi Saputra, 2026. "Enhancing Tax Consultants' Performance and Productivity through Digital Literacy and Artificial Intelligence: A Systematic Literature Review," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 10(1), pages 91-105, January.
    3. Jameel, Alaa S. & Harjan, Sinan Abdullah & Ahmad, Abd Rahman, 2023. "Behavioral Intentions to use Artificial Intelligence Among Managers in Small and Medium Enterprises," OSF Preprints w69yh, Center for Open Science.
    4. Mahmud, Hasan & Islam, A.K.M. Najmul & Ahmed, Syed Ishtiaque & Smolander, Kari, 2022. "What influences algorithmic decision-making? A systematic literature review on algorithm aversion," Technological Forecasting and Social Change, Elsevier, vol. 175(C).
    5. Daly, Sarah J. & Wiewiora, Anna & Hearn, Greg, 2025. "Shifting attitudes and trust in AI: Influences on organizational AI adoption," Technological Forecasting and Social Change, Elsevier, vol. 215(C).
    6. Zhang, Kaige & Pang, Hua, 2026. "How does risk information exposure affect AI-driven technology users’ privacy protection? Combining social amplification of risk framework and technology threat avoidance theory," Technology in Society, Elsevier, vol. 84(C).
    7. Won, Jongho & Lee, Daeho & Lee, Junmin, 2023. "Understanding experiences of food-delivery-platform workers under algorithmic management using topic modeling," Technological Forecasting and Social Change, Elsevier, vol. 190(C).
    8. Akter, Shahriar & Hossain, Md Afnan & Sajib, Shahriar & Sultana, Saida & Rahman, Mahfuzur & Vrontis, Demetris & McCarthy, Grace, 2023. "A framework for AI-powered service innovation capability: Review and agenda for future research," Technovation, Elsevier, vol. 125(C).
    9. Oksana Kiseleva & Anna Firsova & Alla Vavilina, 2025. "Integration of Artificial Intelligence Technologies into Design-Thinking Processes in the Development of Managerial Decisions as a Factor of Enterprise Sustainable Development," Sustainability, MDPI, vol. 17(10), pages 1-32, May.
    10. Philippe Funk, 2022. "Artificial Intelligence And Cybersecurity Implications For Business Management," Economy & Business Journal, International Scientific Publications, Bulgaria, vol. 16(1), pages 252-261.
    11. Ying, Ying & Wang, Shixiang & Liu, Yang, 2022. "Make bricks without straw: Eco-innovation for resource-constrained firms in emerging markets," Technovation, Elsevier, vol. 114(C).
    12. Alexandra Kirkby & Carsten Baumgarth & Jörg Henseler, 2025. "Welcome, new brand colleague! A conceptual framework for efficient and effective human–AI co-creation for creative brand voice," Journal of Brand Management, Palgrave Macmillan, vol. 32(5), pages 385-399, September.
    13. Méndez-Suárez, Mariano & Ćukušić, Maja & Ninčević-Pašalić, Ivana, 2026. "AI FoMO (fear of missing out) in the workplace," Technology in Society, Elsevier, vol. 84(C).
    14. Robertson, Jeandri & Botha, Elsamari & Oosthuizen, Kim & Montecchi, Matteo, 2025. "Managing change when integrating artificial intelligence (AI) into the retail value chain: The AI implementation compass," Journal of Business Research, Elsevier, vol. 189(C).
    15. Chowdhury, Soumyadeb & Budhwar, Pawan & Dey, Prasanta Kumar & Joel-Edgar, Sian & Abadie, Amelie, 2022. "AI-employee collaboration and business performance: Integrating knowledge-based view, socio-technical systems and organisational socialisation framework," Journal of Business Research, Elsevier, vol. 144(C), pages 31-49.
    16. Jung-Chieh Lee & Yuyin Tang & SiQi Jiang, 2023. "Understanding continuance intention of artificial intelligence (AI)-enabled mobile banking applications: an extension of AI characteristics to an expectation confirmation model," Humanities and Social Sciences Communications, Palgrave Macmillan, vol. 10(1), pages 1-12, December.
    17. Badghish, Saeed & Shaik, Aqueeb Sohail & Sahore, Nidhi & Srivastava, Shalini & Masood, Ayesha, 2024. "Can transactional use of AI-controlled voice assistants for service delivery pickup pace in the near future? A social learning theory (SLT) perspective," Technological Forecasting and Social Change, Elsevier, vol. 198(C).
    18. Wang, Liangcheng & Chen, Yizheng, 2025. "Artificial intelligence and corporate investment efficiency: Evidence from China," Emerging Markets Review, Elsevier, vol. 68(C).
    19. Ahmad A. Khanfar & Reza Kiani Mavi & Mohammad Iranmanesh & Denise Gengatharen, 2026. "Determinants of artificial intelligence adoption: research themes and future directions," Information Technology and Management, Springer, vol. 27(1), pages 31-51, March.
    20. Justy, Théo & Pellegrin-Boucher, Estelle & Lescop, Denis & Granata, Julien & Gupta, Shivam, 2023. "On the edge of Big Data: Drivers and barriers to data analytics adoption in SMEs," Technovation, Elsevier, vol. 127(C).

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:bcp:journl:v:9:y:2025:issue-4:p:1289-1332. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Dr. Pawan Verma (email available below). General contact details of provider: https://rsisinternational.org/journals/ijriss/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.