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

Genine Rianne A. Raynera, Sandara Kaye B. Balasta, Khay Ingrid E. Capili and Sarah Jane T. Haber
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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

International Journal of Research and Innovation in Social Science, 2025, vol. 9, issue 4, 1289-1332

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.

Date: 2025
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