Examining the Intention to use Artificial Intelligence in Recruitment and Selection within Human Resource Management: A Case Study of Egyptian Tourism and Travel Agencies

Document Type : Original Article

Authors

1 tourism studies PHD, Faculty of tourism and hotels Suez Canal University.

2 Higher Institute of Tourism and Hotels, E.G.O.T.H Ismailia, Egypt

Abstract

This study examines the integration of Artificial Intelligence (AI) into Human Resource Management (HRM) processes, with a particular focus on recruitment and selection practices in the Egyptian Tourism and Travel Agencies. Leveraging the Unified Theory of Acceptance and Use of Technology (UTAUT) framework, the research explores how Performance Expectancy (PE), Effort Expectancy (EE), Social Influence (SI), and Facilitating Conditions (FC) influence the intention to adopt AI technology in HRM. Additionally, the study assesses the impact of AI adoption on the perceived value (PV) of organizations, specifically regarding improvements in operational efficiency, cost-effectiveness, talent matching, and recruitment productivity. Data were collected from 252 HR professionals employed in Egyptian travel agencies and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). Findings indicate that UTAUT constructs play a significant role in enhancing perceived organizational value through AI adoption. The results suggest that implementing AI in recruitment not only streamlines HR processes but also elevates employee satisfaction, strengthens organizational reputation, and delivers cost savings, positioning AI as an essential tool for competitiveness in the travel and tourism sector. This research provides strategic insights and practical recommendations for travel agencies aiming to leverage AI to advance HRM efficacy and gain a competitive edge.

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