Exploring AI Adoption and Innovation Performance in African Tourism: A Technology Acceptance Model Approach

¹ Digital Business Program, Telkom University, Surabaya, Indonesia
² Faculty of Arts, University of Khartoum, Sudan
³ Communication and the Media Programme, Universiti Brunei Darussalam, Brunei Darussalam
⁴ ASTA Research Center, Antananarivo, Madagascar

^* Corresponding Author: husseingibreelmusa@gmail.com

Abstract

The integration of Artificial Intelligence (AI) in the tourism industry has emerged as a catalyst for innovation and competitiveness, particularly in emerging markets. This study investigates the impact of perceived ease of use (PEOU) and perceived usefulness (PU) on tourism innovation performance (TIP), with AI adoption intention (AIAI) serving as a mediating variable. Grounded in the Technology Acceptance Model (TAM), data were collected from 245 tourism stakeholders across Africa using a structured questionnaire with a 7-point Likert scale. Structural Equation Modelling (SEM) using AMOS 24 was applied to assess both measurement and structural models. The results indicate that PU has a significant influence on AIAI, which in turn positively affects TIP. However, PEOU showed no significant effect on AIAI, and AIAI did not significantly mediate the effects of PU or PEOU on TIP. The model demonstrated good fit, with acceptable reliability and validity measures. These findings contribute to the literature on digital transformation in tourism, offering practical insights for policymakers and tourism operators. They highlight the need to prioritize perceived usefulness and actionable intention to effectively leverage AI for innovation.