Template-Type: ReDIF-Article 1.0
Author-Name: Nadia Tahmi
Author-Name-First: Nadia
Author-Name-Last: Tahmi
Author-Email: nadia.tahmi@univ-msila.dz
Author-Workplace-Name: University Mohamed Boudiaf of M'sila, M'Sila, Algeria
Author-Name: Soria Ladour
Author-Name-First: Soria
Author-Name-Last: Ladour
Author-Email: soria.ladour@univ-bba.dz
Author-Workplace-Name: SUniversity of Mohamed El Bachir El Ibrahimi Bordj Bou Arreridj, Bordj Bou Arreridj, Algeria
Author-Name: Mahdjouba Benchohra
Author-Name-First: Mahdjouba
Author-Name-Last: Benchohra
Author-Email: mahdjouba.benchohra@univ-msila.dz
Author-Workplace-Name: University Mohamed Boudiaf of M'sila, M'Sila, Algeria
Title: Adoption of artificial intelligence in tourism agencies: realities and challenges. A field study of tourism agencies in Bordj Bou Arréridj, Algeria.
Abstract: This research investigates the extent to which tourism agencies in the province of Bordj Bou Arreridj (Algeria) integrate artificial intelligence (AI) applications into their operational and strategic activities. The study further explores the key challenges hindering the effective adoption of such technologies. Employing a descriptive method design, the data were analyzed using SPSS v27 to address the central research question and to measure the degree of AI adoption in several domains, including marketing strategy development, trip planning and decision-making, booking operations, and customer experience enhancement. The results demonstrate that the implementation of AI applications within the surveyed agencies is moderate across these domains, nevertheless, the agencies encounter significant barriers, most notably a shortage of qualified experts and persistent technical constraints.
Classification-JEL: O33, L83, M31, D83, O55
Keywords: artificial intelligence, tourism agency, marketing strategy, customer experience, privacy, tourist destination, Algeria   
Journal: Marketing Science & Inspirations
Pages: 17-37
Volume: 21
Issue: 2
Year: 2026
File-URL: https://msijournal.com/adoption-ai-tourism-bordj-bou-arreridj-algeria/
Handle: RePEc:cub:journm:v:21:y:2026:i:2:p:17-37