The use of artificial intelligence (AI) in tourism employment: employees’ perceptions and business strategies

Purpose – The study aims to focus on the challenges that artificial intelligence (AI) brings to career decisions among tourism employees, while on the other hand, it focuses on how tourism employees’ AI risk perceptions affect their career decisions. In addition, another aim of the study is to reveal problem-solving strategies and future vision from a sector-based and managerial perspective for possible employment problems. Design/methodology/approach – In the first stage of my study, which used a mixed-method approach, data was obtained from 423 tourism employees (accommodation, food and beverage and travel) in Istanbul through a survey, while in the second stage, data was obtained from 25 managers (accommodation, food and beverage and travel) working in tourism establishments in Istanbul through interview forms. Findings – The results of the study revealed that AI risk perceptions affect tourism employees’ career decisions, while the professional motivation and anxiety levels of employees significantly mediated this effect. For the potential employment problems that these results will reveal, sub-sectors in tourism are trying to produce solutions with strategies such as technology investments and employee adaptation. Originality/value – This study fills an important gap in the literature by revealing that AI, which has the potential to increase service delivery and operational efficiency, affects employees’ career decisions and that businesses act with the mission of producing solutions with this awareness.