Artificial Intelligence: A Driving Force of Ghana’s Tourism and Hospitality Industry to Foster Sustainability

Abstract

Abstract Artificial Intelligence (AI) has significantly transformed hotel operations by simplifying routine tasks such as reservations and electronic check-in processes, allowing staff to concentrate on delivering customised services for clients. This study aims to examine the role of AI in transforming Ghana’s tourism industry and determine the key drivers of sustainability in the industry. The investigation uses a sample size of 103 firms operating in Ghana’s tourism and hospitality sector. The empirical analysis relies on primary data gathered through survey instruments from actively operating industry players with valid licences. Respondents include hotel managers, staff, resort operators, restaurant workers and tour guides at various tourist and recreational facilities, waterfalls and mountain resorts. The investigation employs Structural Equation Modelling (SEM) to conduct the statistical estimation and determine the direct and indirect relationships among the multiple factors that explain AI adoption in the context of Ghana’s tourism and hospitality industry. It was revealed that AI adoption in Ghana has a significant effect on the sustainability of the tourism and hospitality industry. The study recommends that smart services should be operationalised to help clients locate their desired facilities, select preferred services and accurately complete their paperwork without hitches.