The Behavior, Acceptance, and Impacts of Artificial Intelligence Usage among Users in the Tourism and Airline Businesses in Thailand

Abstract

The research entitled “Behavior, Acceptance, and Impacts of Artificial Intelligence (AI) Usage among Service Users in the Tourism and Airline Businesses in Thailand” aimed to study the behavior of Artificial Intelligence (AI) usage, the level of opinions and acceptance toward AI, as well as the impacts of AI usage in the tourism and airline businesses. The sample group consisted of 400 users of tourism and airline services in Thailand. Data were collected using questionnaires and analyzed using descriptive statistics, including frequency, percentage, mean, and standard deviation.
The results revealed that most respondents had experience using AI-based services, accounting for 93.75 percent. The most commonly used AI applications were Self Check-in systems, automatic translation systems, and chatbot services. Most respondents reported that their primary purpose for using AI was convenience in service utilization. Regarding opinions toward AI acceptance, the overall results showed that respondents had the highest level of acceptance toward AI usage (Mean = 4.70, S.D. = 0.59). Respondents agreed that AI helped reduce processing time in booking, check-in procedures, and customer service operations. In addition, AI was perceived as being able to provide personalized services and facilitate travel planning more effectively. Concerning the impacts of AI usage, the overall opinions were at a high satisfaction level (Mean = 3.98). Respondents believed that AI enhanced business competitiveness, increased customer satisfaction, and improved the ability to respond effectively to customer needs. Furthermore, AI contributed to creating a positive organizational image and supported the development of tourism and airline businesses in the digital era.