Artificial Intelligence Adoption in Sustainable Tourism in Sri Lanka: An Operator Perspective

This study investigates the adoption and utilization of Artificial Intelligence (AI) technologies in Sri Lanka's
sustainable tourism sector, focusing on the operator perspective. Grounded in the Technology Acceptance Model (TAM)
and Unified Theory of Acceptance and Use of Technology (UTAUT), the research identifies key factors influencing AI
adoption, including perceived benefits, ease of use, user-friendliness, and top management support. Regression analysis of
data collected from tourism operators highlights that perceived benefits (β=0.641) and ease of use (β=0.445) are significant
drivers of AI adoption intentions and utilization for enhancing service quality, operational efficiency, and sustainability
practices. Interestingly, network connectivity had minimal influence, suggesting the importance of other organizational
enablers. The findings underscore the need for leadership engagement, user-centric AI tools, and supportive policies to foster
AI integration in the ecotourism sector. The study provides actionable insights for policymakers and stakeholders to align
technological innovation with sustainability objectives, promoting a resilient and competitive tourism industry in Sri Lanka.