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Artificial Intelligence in Tourism: Applications and Challenges for Brazilian Travel Agencies and Operators

Author

Listed:
  • Ralyson Soares

    (Federal University of Rio Grande do Norte (UFRN))

  • Thyago Albuquerque

    (Regional University of Cariri)

  • Luiz Mendes-Filho

    (Federal University of Rio Grande do Norte (UFRN))

Abstract

This article explores the transformative role of Artificial Intelligence (AI) in the travel and tourism industry. It highlights how AI, with its ability to process large volumes of data, enables tourism organizations to make data-driven decisions, enhancing marketing strategies, customer service, and operational efficiency. The research focuses on proposing a conceptual model to assess AI adoption in Brazilian travel agencies, using an adapted version of the Unified Theory of Acceptance and Use of Technology 2 (UTAUT2). The model incorporates core variables such as performance expectancy, effort expectancy, and social influence, while also introducing two new factors: perceived risk and trust. These additions aim to capture the unique challenges associated with AI adoption, particularly concerning data privacy and system reliability. Expected results include identifying key determinants of AI adoption, especially in small and medium-sized enterprises (SMEs), and providing insights into how AI can benefit agency management, operational efficiency, and customer satisfaction. The study also offers practical guidance for improving competitiveness and innovation in the sector.

Suggested Citation

  • Ralyson Soares & Thyago Albuquerque & Luiz Mendes-Filho, 2026. "Artificial Intelligence in Tourism: Applications and Challenges for Brazilian Travel Agencies and Operators," Springer Proceedings in Business and Economics,, Springer.
    • Handle: RePEc:spr:prbchp:978-3-032-23282-3_27
    DOI: 10.1007/978-3-032-23282-3_27
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