Influence of emotional intelligence, social inclusion and technology competency on artificial intelligence adoption: mediating role of performance expectancy

Tourism industry is one of the major drivers of Malaysia’s economic growth. The country is prominent for its rich cultural legacy, unspoiled scenery, and contemporary infrastructure. Thus, Malaysia has become one of the most visited countries in Southeast Asia with 25 million visitors while Thailand welcomed 35 million and Vietnam was visited by 17.5 million international arrivals (Girma, 2025). Malaysia made about 14% of the national GDP from this industry before COVID-19 and this industry is still a major industry for the country even in the post pandemic era (Bank Negara Malaysia, 2023). The government has taken multiple strategies to enhance this industry’s services to ensure tourists experience the best services (Girma, 2025). In this regard, travel and tour businesses are very important in this ecosystem since they serve as middlemen between visitors and service suppliers, creates experiences, and shapes visitor impressions (WTTC, 2024). However, these businesses are not out of competition, hence, these are driven more and more to innovate and set themselves apart by technology transformation as consumer expectations change and competitiveness rises (Liat, et al., 2020).

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