World Research of Business Administration Journal
Vol.3 No.3 November 2023
DOI https://www.doi.org/10.56830/WRBA11202305
Authors
Mahmoud Khalifa
Maged Albaz
Walaa Mohamed Nagea
Abstract
Digital transformation and artificial intelligence (AI) technologies have become some of the fastest-growing and most widespread concepts around the world today, especially in light of the rapid developments in the field of information and communication technology, which has become an active and influential part of the tourism and hospitality industry through the reliance on electronic platforms and virtual tourism. Therefore, the study aimed to identify the impact of AI technologies on human resource management in tourism companies. To achieve the research objectives, the researchers used the descriptive analytical approach, and the study sample was selected from human resource managers in tourism companies in Assiut Governorate. The sample size was 255 employees who were selected using a random sampling method. The data was analyzed using the SPSS statistical program to test the study hypotheses. The most important finding of the study was the existence of a statistically significant relationship between the application of AI technologies and their positive role in human resource management. The study also presented several recommendations, including the dissemination of technology culture, especially digital transformation and AI technologies, to maximize the benefits of these applications, especially in the tourism and hospitality sectors.
Keywords: Digital transformation, artificial intelligence, tourism companies, human resource management, virtual tourism, virtual reality.
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