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Asia Pacific Journal of Tourism Research Volume 27, 2022 - Issue 9
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Articles

AI in health tourism: developing a measurement scale

Kangping Wanga Business School, Shandong University, Weihai, People’s Republic of ChinaORCID Iconhttps://orcid.org/0000-0003-0115-1460View further author information
ORCID Icon,
Haiyan Konga Business School, Shandong University, Weihai, People’s Republic of ChinaCorrespondence[email protected]
ORCID Iconhttps://orcid.org/0000-0002-6168-6224View further author information
ORCID Icon,
Naipeng Bua Business School, Shandong University, Weihai, People’s Republic of ChinaORCID Iconhttps://orcid.org/0000-0003-3789-6974View further author information
ORCID Icon,
Honggen Xiaob School of Hotel and Tourism Management, The Hong Kong Polytechnic University, Hong KongView further author information
,
Xuejie Qiua Business School, Shandong University, Weihai, People’s Republic of ChinaORCID Iconhttps://orcid.org/0000-0002-7074-7869View further author information
ORCID Icon &
Jinghan Lia Business School, Shandong University, Weihai, People’s Republic of ChinaView further author information
Pages 954-966 | Published online: 15 Nov 2022
 
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ABSTRACT

The COVID-19 pandemic created a strong urgency for the application of artificial intelligence (AI) in the tourism and hospitality industry. This paper was set to develop a scale of AI needs in health tourism. A total of 556 valid data were collected, and both exploratory and confirmatory factor analyses were employed to analyze the data. Six constructs containing 18 items were identified, and the reliability and validity were examined to reach satisfactory levels. The measurement scale developed may serve as a foundation for future research, and shed light on tourism managers, marketers, AI designers and policymakers.

Disclosure statement

No potential conflict of interest was reported by the author(s).

Additional information

Funding

This work was supported by the National Social Science Fund of China [grant number 20BGL159].

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