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This research evaluates the role of digital transition and artificial intelligence (AI) in human resources management (HRM) within tourism companies based in Morocco. By means of descriptive theory, 300 HR managers formed the basis of the study. Data were analysed by SPSS V24, and results showed AI significantly and positively impacted HRM practices. The study suggests a technological culture be cultivated so that a full-fledged AI adoption can be attained for tourism and hospitality long-run advantages. The study formulated recommendations to be disseminated in the technological culture, in particular digital transformation and AI techniques, to maximise the potential of these applications, particularly in the Moroccan tourism and hotel sectors, in order to benefit from them in the medium and long term.

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The Impact of the Application of Artificial Intelligence Technology on Human Resources Management in Moroccan Tourism Companies

  • 会议论文

  • 发表日期：

    2026年

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  • Elouali Adil,
  • El Massaoudi El Mahdi,
  • Bennacer Mohamedkaril,
  • El Hammoumi Ahmed

摘要

This research evaluates the role of digital transition and artificial intelligence (AI) in human resources management (HRM) within tourism companies based in Morocco. By means of descriptive theory, 300 HR managers formed the basis of the study. Data were analysed by SPSS V24, and results showed AI significantly and positively impacted HRM practices. The study suggests a technological culture be cultivated so that a full-fledged AI adoption can be attained for tourism and hospitality long-run advantages. The study formulated recommendations to be disseminated in the technological culture, in particular digital transformation and AI techniques, to maximise the potential of these applications, particularly in the Moroccan tourism and hotel sectors, in order to benefit from them in the medium and long term.