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.

Document Type : Original Article

Authors

1 Tourism Studies Department ,, Higher Institution for Specific Studies, Giza, Egypt

2 Tourism Studies Department, Higher Institution for Specific Studies, Giza, Egypt

10.21608/ijthsx.2025.420083.1179

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.

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