A study of the Role of Work Alienation as a mediator in the Relationship between Negative Perceptions of Artificial Intelligence and Resistance to its Adoption by Employees of Tourism Agencies. | ||
| The International Journal of Tourism and Hospitality Studies | ||
| Volume 9, Issue 2, October 2025, Pages 242-265 PDF (805.67 K) | ||
| Document Type: Original Article | ||
| DOI: 10.21608/ijthsx.2025.420083.1179 | ||
| Authors | ||
| Haitham AbdElsadek Ahmed* 1; Tamer abd EL Razek Mohamed2 | ||
| 1Tourism Studies Department ,, Higher Institution for Specific Studies, Giza, Egypt | ||
| 2Tourism Studies Department, Higher Institution for Specific Studies, Giza, Egypt | ||
| Abstract | ||
| This research investigates the impact of negative perceptions of AI on resistance to adoption among employees of tourism agencies. this research also highlights the mediating role of AI-induced job alienation. The research employed a quantitative design based on an online questionnaire survey to collect data from 591 employees in Class-A tourism agencies in Greater Cairo. : Findings indicated that perceived algorithmic control, technological insecurity, ambiguity in AI decision-making, and digital overload significantly increased job alienation, which subsequently led to greater resistance to AI adoption. : Findings further supported the role of job alienation as a partial mediator between negative perceptions of AI and adoption resistance. This study contributes to the tourism literature by proposing a model that links psychological and behavioral factors influencing AI adoption in Egypt's tourism industry. The study suggests fostering employee motivation by showcasing successful AI adoption cases within tourism companies and promoting leadership involvement in change initiatives through constructive interaction with AI-driven tools. | ||
| Keywords | ||
| Opacity of AI systems; adoption resistance; tourism agencies; digital overload; work alienation | ||
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