THE INFLUENCE OF ARTIFICIAL INTELLIGENCE ADOPTION AND INNOVATIVE BEHAVIOR ON THE PERFORMANCE OF EMPLOYEE IN TOURISM INDUSTRY IN DIGITAL-BASED ECONOMY ERA

Abstract

This research aims to study the impact of the introduction of artificial intelligence (AI) and innovative behavior on the performance of employees in the tourism industry in the digital economy era. The data were collected from 400 employees of China Tourism Group Co., Ltd. and Hong Kong China Travel Service (Group) Co., Ltd. The descriptive and inferential statistics were analyzed. The results of the study found that: Employee demographics, such as gender, age, and income, do not affect overall performance. However, AI adoption has a significant impact on performance, especially Automation of Processes (β = 0.516), Personalized Customer Experiences (β = 0.121), and Skill Development and Training (β = 0.106), which increase employee performance. Innovative behavior has a significant impact on performance (R² = 0.332), with Collaboration Networks (β = 0.278) having the highest impact, followed by Technological Integration (β = 0.210), Policy-Driven Innovation (β = 0.174), and Capability Building (β = 0.161). Policy recommendations include developing collaborative networks, AI training for employees, and setting policies to support innovation. In addition, in-depth research on the long-term impact of AI and the role of organizational culture and leadership in supporting innovative behavior should be conducted to develop effective management approaches in the technology-driven tourism industry.