AI Integration on Capacity Building among University Graduate in Tourism Industry

Abstract

The study assessed integration of AI in capacity building among university graduate in Tourism Industry. The study was started by identify the application of AI in tourism industry and evaluate graduate capability on applying those AI applications related to tourism industry. An additional objective was to identify challenges and provide solution by examine under which circumstances the adoption of AI applications could enable tourism graduates to increase their performance and competency in job market. Furthermore, the study explored the contribution of AI awareness and AI tools optimization to improve graduate employability through Conceptual frame work derived by RBV theory and Goal setting theory. The researchers utilized descriptive research methodology which employed both qualitative and quantitative method. A sample of 55 students from the institute of tourism SUZA were provided by questionnaire to answer specified questions and interview was used to get data from experts in tourism industry. Subsequently, SPSS and Thematic analysis were used to analyze the responded data. The findings noted various tourism students using AI technology in different activities such as Google translator, Google map, gps track, self-service kiosks etc. Moreover, the results of the findings explored the adequacy of existing AI infrastructure at tourism institute is not good in terms of curriculum adaptation. However, the findings further revealed that, there were few number of students who have no idea about AI which result delaying factors during job application and less awareness of online information. Moreover, the findings indicated that high percentage of graduate students agreed that AI has great impact on studies that enhance graduate employability in today world.