Examining the Impact of AI Applications on Attracting Tourists with the Mediation of Service Quality

Mehrabaninezhadallaf, Mahla; Shekofteh, Kazem; Nori, Alireza

doi:10.22034/necsbm.2025.504206.1104

Examining the Impact of AI Applications on Attracting Tourists with the Mediation of Service Quality

Document Type : Original Article

Authors

Mahla Mehrabaninezhadallaf ¹

Kazem Shekofteh ²

Alireza Nori ³

¹ M.A. in tourism management, Cheshmesabz ecolodge manager, Mashhad, Iran.

² Ph.D. in artificial intelligence, Hawaii research group, Heidelberg University, Heidelberg, Germany

³ Ph.D. in tourism management, Zarin fam tourist company of Persia, Mashhad, Iran.

10.22034/necsbm.2025.504206.1104

Abstract

This study aims to examine the effect of artificial intelligence (AI) application on tourist attraction, mediated by service quality, in Iranian eco-resorts. The research adopts a survey-based, causal methodology, employing quantitative data collected via questionnaires. The statistical population consists of 4,000 managers of Iranian eco-resorts, from which a sample of 351 participants was selected using non-probability convenience sampling based on Cochran’s formula. The research questionnaire comprises 42 items, developed through the Delphi method for the AI application construct, Parasuraman’s (1988) SERVQUAL model for service quality measurement, and Magnus’ (2008) scale for assessing tourist attraction. Data analysis was conducted using SPSS and PLS (Partial Least Squares) software.
The findings indicate that the application of AI has a statistically significant impact on tourist attraction. Furthermore, service quality serves as a mediating factor in this relationship.

Keywords

Quality of service

tourism management

attracting tourists

machine learning

artificial intelligence applications

Subjects

Artificial intelligence methods

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