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INTERNATIONAL JOURNAL OF ADVANCED RESEARCH IN COMMERCE, MANAGEMENT & SOCIAL SCIENCE (IJARCMSS) [ Vol. 9 | No. 2 (III) | April - June, 2026 ]

Artificial Intelligence Adoption in Wellness Tourism Services: A Study of Tourist Perceptions

Haripriya N S & Dr. Sajith M

AI is transforming the tourism industry through improved customer interactions, operational efficiency, and personalized services. AI technology, such as chatbots, recommendation engines, and virtual assistants, is used to deliver quality services in the wellness tourism sector. This study will explore tourists' perceptions of AI, factors contributing to the adoption of AI technology, and its influence on their satisfaction. The data for the research were collected from 50 tourists using a structured questionnaire under the quantitative research paradigm. The data was analyzed using the paired t-test, mean, standard deviation, percentages, and correlation analysis. The findings reveal that higher customer satisfaction is positively correlated with usefulness, convenience, and customization, which greatly contribute to the adoption of AI technology.

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