The impact of artificial intelligence literacy on health tourism artificial intelligence applications: The example of health tourism stakeholders

Objective: The purpose of this study is to reveal the impact of artificial intelligence literacy on artificial intelligence-based applications used in the field of health tourism. In this context, the artificial intelligence literacy levels of stakeholders in the health tourism sector will be analyzed and the reflections of these levels on artificial intelligence-based service processes in the sector will be evaluated. With the data to be obtained, it is aimed to develop strategic suggestions for the digitalization process by explaining the contribution of individuals' knowledge and awareness levels to the use of technology. Materials and Methods: The survey method and survey (screening) model were used in the study. Purposive sampling method was used for this study. In the data collection process, Artificial Intelligence Literacy Scale and Artificial Intelligence Applications Scale in Health Tourism were used. In this context, data were collected from a minimum of 384 and a maximum of 560 people who volunteered to participate in the study. The data were examined with the Jamovi 2.4 program. Findings: The research findings revealed that the evaluations regarding artificial intelligence applications in health tourism are directly related to the participants' artificial intelligence learning efforts. As a result of the multiple linear regression analysis performed to determine the effect of artificial intelligence literacy and its sub-dimensions on artificial intelligence applications in health tourism, it was seen that the necessary assumptions for the analysis were met. It was determined that the model created with the existing variables was statistically significant (F=40.7; p<0.001). In addition, it was determined that the independent variables in the model explained approximately 26% of the variance in artificial intelligence applications in health tourism. T-test results show that artificial intelligence literacy and all of its sub-dimensions have a significant effect on these applications (p<0.001). Conclusion: As a result, it was revealed that artificial intelligence literacy is an important determinant in the adoption of artificial intelligence applications in health tourism. It was determined that as the participants' level of knowledge about artificial intelligence and their ability to use these technologies increased, their approaches to artificial intelligence applications in the field of health tourism became more positive.