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

Ralyson Soares (), Thyago Albuquerque () and Luiz Mendes-Filho ()
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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)

A chapter in Technology Management for Intelligent, Open and Responsible Organizations and Ecosystems, 2026, pp 223-227 from Springer

Abstract: 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.

Keywords: Artificial Intelligence; Smart Technologies; Smart Tourism; Digital Transformation; Innovation (search for similar items in EconPapers)
Date: 2026
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-032-23282-3_27

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DOI: 10.1007/978-3-032-23282-3_27

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