Artificial Intelligence and Digital Transformation in Tourism: Exploring User Perceptions and Challenges among Tourists from Maharashtra

Abstract

Artificial Intelligence (AI) is a central force that is driving digital transformation in the tourism sector. It is reshaping how tourists plan, navigate, and experience their entire travel through its data-driven solutions. However, despite AI’s transformational abilities, its effectiveness is strongly influenced by user perceptions and associated challenges. This study examines the user perceptions and limitations of AI within context of digital transformation in tourism. It focuses on tourists from the state of Maharashtra. An exploratory quantitative research approach was adopted using primary data collected through a structured online questionnaire from 111 respondents. The findings reveal that AI-enabled digital tools are widely utilized in the entire process of travel planning and execution, especially by the Gen Z.