Authors : T D C Pushpakumara; Fazeela Jameel Ahsan

Volume/Issue : Volume 10 - 2025, Issue 1 - January

Google Scholar : https://tinyurl.com/ynyrw75e

Scribd : https://tinyurl.com/mv4s45mx

DOI : https://doi.org/10.5281/zenodo.14885949

Abstract : This study investigates the adoption and utilization of Artificial Intelligence (AI) technologies in Sri Lanka's sustainable tourism sector, focusing on the operator perspective. Grounded in the Technology Acceptance Model (TAM) and Unified Theory of Acceptance and Use of Technology (UTAUT), the research identifies key factors influencing AI adoption, including perceived benefits, ease of use, user-friendliness, and top management support. Regression analysis of data collected from tourism operators highlights that perceived benefits (β=0.641) and ease of use (β=0.445) are significant drivers of AI adoption intentions and utilization for enhancing service quality, operational efficiency, and sustainability practices. Interestingly, network connectivity had minimal influence, suggesting the importance of other organizational enablers. The findings underscore the need for leadership engagement, user-centric AI tools, and supportive policies to foster AI integration in the ecotourism sector. The study provides actionable insights for policymakers and stakeholders to align technological innovation with sustainability objectives, promoting a resilient and competitive tourism industry in Sri Lanka.

Keywords : Artificial Intelligence (AI), Sustainable Tourism, AI Adoption, Service Quality. Operational Efficiency. Tourism Operators.

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