ARTIFICIAL INTELLIGENCE IN ENHANCING TRAVEL ASSISTANCE AND CUSTOMER EXPERIENCE: INSIGHTS FROM THE TOURISM INDUSTRY IN NORTHERN PAKISTAN

Abstract

The integration of smart technologies is transforming the travel and tourism industry by improving customer experience with innovative solutions. Faster, more convenient, and more satisfying support is now possible through tools such as chatbots, virtual assistants, and tailored processes. This paper examines how these technology-enabled solutions affect visitors to Gilgit, Hunza, and Skardu, three major destinations in northern Pakistan. Using SmartPLS structural equation modelling (SEM), multivariate analysis of 300 tourists investigates the relationship between key factors including personalization, service convenience, trust, real-time assistance, perceived value, customer satisfaction, and intention to adopt technology-driven tools. Guided by the Technology Acceptance Model (TAM), the results highlight the central importance of perceived usefulness and simplicity of use in building trust, improving customer satisfaction, and raising adoption intent. Beyond global trends, this study shows how technology can help overcome local challenges such as unstable connectivity, limited infrastructure, and service gaps in remote regions. The paper offers practical recommendations for tourism stakeholders and points to new directions for future research on technology adoption in developing countries.

Keywords: Technology Acceptance Model (TAM), Artificial Intelligence, Tourism in Pakistan, Tourism Experience, AI-Powered Travel Assistance, Customer Satisfaction.