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Behavioral and Financial Barriers to the Integration of Artificial Intelligence in the Tourism and Hospitality Industry: A Systematic Approach
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Author(s): Mouhcine Rhouiri (Sidi Mohamed Ben Abdellah University, Morocco), Mohamed Habiboullah Meyabe (Nouakchott Business School, Mauritania), Mehdi Bensouda (Sidi Mohamed Ben Abdellah University, Morocco)and Fouad Daidai (National School of Business and Management, Morocco)
Copyright: 2025
Pages: 26
Source title:
Behavioral Finance and AI Tools for Sustainability
Source Author(s)/Editor(s): Fouad Daidai (University Chouaib Doukkali, Morocco), Mimoun Benali (Sidi Mohamed Ben Abdellah University, Morocco)and Larbi Tamnine (Sidi Mohamed Ben Abdellah University, Morocco)
DOI: 10.4018/979-8-3693-9684-1.ch003
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Abstract
As artificial intelligence (AI) transforms tourism and hospitality practices, this chapter examines the behavioral and financial barriers to its adoption. The study highlights major challenges such as resistance to change, high implementation costs and lack of resources. A systematic analysis of key themes from 29 recent articles, carried out with IRaMuTeQ, reveals that these barriers are holding back technology adoption. The results underline the need for inclusive strategies, including incentive policies and training programs, to ensure an equitable and sustainable digital transition.
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