Abstract
The increased competition and need to provide sustainable tourism in tourism organisations has
resulted in a rapid growth of the application of Artificial Intelligence. The study aimed to find
employees' behavioural intentions about the usage of Artificial Intelligence in sustainable
tourism. This study is essential in assessing in what way employees perceive the deployment
of Artificial Intelligence in the work environment in South African cities. The research is based
on the Unified Theory of Acceptance and Use of Technology, Diffusion of Innovation Theory,
and the Theory of Planned Behaviour. The research's empirical goals aimed to assess the
Unified Theory of Acceptance and Use of Technology perceptions on user and technology
acceptability among employees in sustainable tourism businesses. Also, to determine the
Diffusion of Innovation Theory on the structure of innovation use and discover acceptance
patterns to foresee how individuals choose which innovations to implement. Finally, the Theory
of Planned Behaviour investigated employee interest-based behaviour in terms of aim, activity,
context, and time period while implementing Artificial Intelligence technologies. Data was
collected from 353 participants whose tourism organisations have applied Artificial
Intelligence. The Statistical Package for Social Science was utilised in the research to organise
the information that was gathered. The findings of a descriptive analysis of behavioural
intentions revealed that employees are optimistic about the application of Artificial Intelligence
over future career growth and expect to utilise it more frequently at work. The relation of
behavioural intentions and action was established utilising the Partial Least Squares Structural
Equation Modelling technique. The Structural Equation Modelling evaluation found that
behavioural intentions and use (β=0.906, p<0.001) have a substantial favourable effect on
employees' adoption of Artificial Intelligence. The analysis yielded substantial outcomes that
are dependable amid the theoretical foundations and examination on the topic. The findings
point to a path for the deployment of Artificial Intelligence technologies in tourism businesses,
with individuals as well as organisations focussing on achieving a balance between
organisational training and enhanced skills. The study outcome serves as a guide for tourism
organisations, to determine strategic decisions about the deployment of Artificial Intelligence
technology in the workplace to achieve sustainability.