المجلة الأورومتوسطية لاقتصاديات السياحة و الفندقة
Volume 7, Numéro 1, Pages 1-12
2026-03-20
Examining The Relationship Between Perceived Enjoyment And Future Ai Adoption In Hospitality And Tourism Education
Authors : Chib Amina Djazia .
Abstract
Artificial intelligence (AI) is increasingly transforming the hospitality and tourism sectors, yet its adoption remains limited in many developing contexts. This study investigates the impact of perceived enjoyment on Algerian university professors’ future intentions to use AI in hospitality and tourism. Drawing on the Technology Acceptance Model (TAM) and related theoretical frameworks, the research employs a quantitative survey design. Data were collected from a national sample of professors across multiple Algerian universities through a structured questionnaire. Statistical analyses, including confirmatory factor analysis (CFA) and structural equation modeling (SEM), reveal that perceived enjoyment exerts a strong and positive influence on future AI usage intentions. The findings highlight perceived enjoyment as a key determinant of behavioral intention, surpassing traditional factors such as perceived usefulness and ease of use. These results offer important theoretical contributions by extending TAM with hedonic factors, and practical implications for educational institutions and tourism stakeholders seeking to foster AI integration through enhanced user experience and engagement.
Keywords
Perceived enjoyment; ; Artificial intelligence (AI); ; Technology Acceptance Model (TAM); ; Future use intentions; ; Hospitality and tourism; ; Algerian university professors;
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