ASSESSING THE ROLE OF ARTIFICIAL INTELLIGENCE (AI) IN PROMOTING SUSTAINABLE HOSPITALITY PRACTICE AND ECO-TOURISM DEVELOPMENT IN NIGERIA

Abstract

This paper examined the role of Artificial Intelligence (AI) in fostering sustainable hospitality practices and eco-tourism development in Nigeria. This study applied the descriptive survey research design. Data was collected from the field using structured online questionnaires distributed through Google Forms and WhatsApp platform from 384 respondents. Data were analysed using descriptive statistics and inferential statistics such as Pearson correlation and regression analysis. The findings indicated that AI application leads to increased operational efficiency, effective energy regulation, enhanced customer satisfaction, environmental protection, and sustainable marketing of tourism in Nigeria. The research also reveals that there is a significant positive relationship between AI adoption and the development of sustainable hospitality and eco-tourism in Nigeria (r= 0.842, p < 0.05). Poor infrastructure, high implementation cost, and insufficient technical manpower were found as some of the challenges in the adoption of AI in the country’s tourism and hospitality sector. Therefore, to effectively promote sustainable hospitality practice and eco-tourism in Nigeria through AI, appropriate policy frameworks and technological infrastructure should be developed and strengthened.

Keywords: Artificiality, Intelligence, Sustainability, Hospitality, Technology.