DETERMINANTS OF ARTIFICIAL INTELLIGENCE ADOPTION IN TOURISM HIGHER EDUCATION INSTITUTIONS: EVIDENCE FROM CENTRAL ASIA

Abstract

Artificial intelligence (AI) is increasingly transforming higher education by providing new opportunities for teaching, learning, and institutional management. However, the adoption of AI technologies in tourism higher education institutions remains uneven, particularly in developing regions. This study investigates the determinants influencing the adoption of artificial intelligence in tourism higher education institutions in Central Asia. A quantitative research design was employed, and data were collected from academic staff and university administrators involved in tourism education. The study was grounded in the Technology Acceptance Model, complemented by the Unified Theory of Acceptance and Use of Technology and Diffusion of Innovation Theory. Descriptive and correlation analyses were used to examine the relationships among key variables affecting AI adoption. The findings reveal that perceived usefulness, perceived ease of use, digital literacy, institutional support, and technological infrastructure are the most important determinants influencing the behavioral intention to adopt AI technologies. The results further indicate that although awareness of AI is increasing, the level of AI integration in tourism higher education institutions in Central Asia remains relatively low due to inadequate infrastructure, limited institutional support, and insufficient technological competencies among academic staff. The study contributes to the existing literature by providing empirical evidence from Central Asia, a region that has received limited attention in previous studies on AI adoption in higher education. The findings offer practical implications for university administrators and policymakers by emphasizing the need to strengthen digital infrastructure, promote faculty training, and develop supportive institutional policies to facilitate the effective integration of artificial intelligence into tourism education.