Ayyaz Mehmood Khan1*, Shahzeb Muhammad2, and Muhammad Rizwan3
Volume 1, Issue 1
Date of Publication: 02 December 2025
This study investigates the impact of Artificial Intelligence, Internet of Things, and data analytics on operational efficiency and tourist experiences within Saudi Arabia’s hospitality sector, adopting the Technology Acceptance Model as the theoretical framework. A quantitative, surveybased methodology was employed, targeting hospitality professionals from Riyadh, Jeddah, and Al Khobar were approached adopting purposive sampling technique, with 197 valid responses collected. Employing SEM analysis using Smartpls 4.0, the study established that AI significantly improves tourist experiences but shows no substantial influence on operational efficiency. IoT demonstrates a strong positive impact on both tourist experiences and operational efficiency, while data analytics significantly enhances both outcomes, with notable effect sizes. The findings contribute to understanding technology adoption specifically within the Saudi hospitality context rather than to the global literature, emphasizing localized insights into TAM application and technology-driven service improvement. Practically, the findings guide hospitality managers in leveraging these tools to personalise services, streamline operations, and boost sector competitiveness in alignment with Saudi Arabia’s national vision and enhance the country’s position as a regional tourism leader highlighting the need to explore longitudinal impacts of emerging technologies on evolving tourist preferences and industry sustainability.
Artificial Intelligence, Internet of Things, Data Analytics, Operational Efficiency, Tourist Experience
Ayyaz Mehmood Khan, Digital & Data Planning, AI Transformation & Performance Senior Executive, Saudi Arabia.
Khan, A. M., Muhammad, S., & Rizwan, M. (2025). Data-Driven Tourism: How Smart Technologies are Shaping the Future of Saudi Arabia’s Hospitality Sector. Cognitive Computing & Extended Realities, 1(1), 01-22.