https://www.ijbmi.org/papers/Vol(13)11/1311121137.pdf

This study explores the factors influencing the adoption of Artificial Intelligence (AI) technologies among tourism Small and Medium-sized Enterprises (SMEs) in Marrakech, Morocco. Given the critical role of AI in enhancing productivity and competitiveness, understanding its adoption in the tourism sector, particularly among SMEs, is essential. Using Structural Equation Modeling (SEM) and data collected from 233 respondents, the research examines the impact of Organizational Readiness (OR), Top Management Commitment (TMC), External Support (ES), Employee Adaptability (EA), and Competitive Pressure (CP) on AI adoption. The findings reveal that TMC and EA significantly influence AI adoption, underscoring the importance of leadership and workforce adaptability. These insights are valuable for practitioners, policymakers, and researchers aiming to develop targeted strategies to enhance AI integration in the tourism sector.