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Adoption of artificial intelligence in tourism agencies: realities and challenges. A field study of tourism agencies in Bordj Bou Arréridj, Algeria

Author

Listed:
  • Nadia Tahmi

    (University Mohamed Boudiaf of M'sila, M'Sila, Algeria)

  • Soria Ladour

    (SUniversity of Mohamed El Bachir El Ibrahimi Bordj Bou Arreridj, Bordj Bou Arreridj, Algeria)

  • Mahdjouba Benchohra

    (University Mohamed Boudiaf of M'sila, M'Sila, Algeria)

Abstract

This research investigates the extent to which tourism agencies in the province of Bordj Bou Arreridj (Algeria) integrate artificial intelligence (AI) applications into their operational and strategic activities. The study further explores the key challenges hindering the effective adoption of such technologies. Employing a descriptive method design, the data were analyzed using SPSS v27 to address the central research question and to measure the degree of AI adoption in several domains, including marketing strategy development, trip planning and decision-making, booking operations, and customer experience enhancement. The results demonstrate that the implementation of AI applications within the surveyed agencies is moderate across these domains, nevertheless, the agencies encounter significant barriers, most notably a shortage of qualified experts and persistent technical constraints.

Suggested Citation

  • Nadia Tahmi & Soria Ladour & Mahdjouba Benchohra, 2026. "Adoption of artificial intelligence in tourism agencies: realities and challenges. A field study of tourism agencies in Bordj Bou Arréridj, Algeria," Marketing Science & Inspirations, Comenius University in Bratislava, Faculty of Management, vol. 21(2), pages 17-37.
    • Handle: RePEc:cub:journm:v:21:y:2026:i:2:p:17-37
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    JEL classification:

    • O33 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Technological Change: Choices and Consequences; Diffusion Processes
    • L83 - Industrial Organization - - Industry Studies: Services - - - Sports; Gambling; Restaurants; Recreation; Tourism
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • D83 - Microeconomics - - Information, Knowledge, and Uncertainty - - - Search; Learning; Information and Knowledge; Communication; Belief; Unawareness
    • O55 - Economic Development, Innovation, Technological Change, and Growth - - Economywide Country Studies - - - Africa

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