Artificial intelligence, self-efficacy and engagement in religious tourism: evidence from Arbaeen pilgrimage

Naseer Abbas Khan

36 citations0/0 files storedJournal of Hospitality and Tourism Insights

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Religious Tourism and Spaces Technology Adoption and User Behaviour AI in Service Interactions

Abstract

Purpose This study aims to determine how the attitudes toward artificial intelligence (AI) of religious tourists affect their AI self-efficacy and their engagement in AI. This study specifically intends to investigate the mediating role of AI self-efficacy in the relationship between attitudes toward AI and the engagement in AI of religious tourists. This study also seeks to identify the role of AI assistant use as a moderator in the relationship between attitudes toward AI and AI self-efficacy. Design/methodology/approach The data used in this study was gathered from a sample of 282 religious tourists who had just visited Karbala, central Iraq. Purposive sampling, which comprises a focused and systematic approach to data collection, was used after carefully assessing the distinctive characteristics and properties of the research population. Findings The results showed that attitudes to AI had a noticeable impact on AI self-efficacy, which, in turn, exerted a positive impact on engagement with AI. In addition, the use of AI assistants acted to positively moderate AI self-efficacy in terms of mediating the link between attitudes to AI and AI engagement. Originality/value The distinctive focus on religious tourists adds an original perspective to the existing literature, shedding light on how their attitudes towards AI impact not only their self-efficacy but also their engagement in dealing with AI. In addition, this study delves into the moderating role of AI assistant use, introducing a unique factor in understanding the complex interplay between attitudes, self-efficacy, and engagement in the context of religious tourism. The selection of Karbala, central Iraq, as this study site further adds originality, providing insights into a specific religious and cultural context.

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References

1981Structural Equation Models with Unobservable Variables and Measurement Error: Algebra and Statistics 2005Self‐determination theory and work motivation 2012Self-Determination Theory 2020The Ethics of AI Ethics: An Evaluation of Guidelines 2020Influence of artificial intelligence (AI) on firm performance: the business value of AI-based transformation projects 2002Computer self efficacy, computer anxiety, attitudes towards the Internet and reported experience with the Internet, by gender, in an East European sample 2020In AI We Trust: Ethics, Artificial Intelligence, and Reliability 2011Understanding the Influence of Perceived Usability and Technology Self-Efficacy on Teachers’ Technology Acceptance

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