• Dr. Aarti Kaushal
• Archan Upadhyay

The rapid integration of Artificial Intelligence (AI) into the tourism sector fundamentally reshaped service delivery and customer experience. This study examined the role of AI in enhancing tourism experience through a secondary data analysis of two leading Indian online travel agencies—Goibibo and MakeMyTrip. Drawing on diverse secondary sources, including company reports, user-generated reviews, and industry publications, the research evaluated AI-enabled service quality within the framework of the SERVQUAL model. The study identified key AI applications such as personalized recommendation systems, intelligent chatbots, and dynamic pricing mechanisms as critical drivers of enhanced service quality. The findings indicated that AI significantly improved responsiveness, reliability, and personalization, thereby strengthening customer satisfaction and engagement. Sentiment trends derived from secondary review data further supported a predominantly positive perception of AI-enabled services across both platforms. However, the analysis also highlighted persistent challenges, including concerns over data privacy, limited human interaction in complex service scenarios, and potential algorithmic biases. By offering a comparative, secondary-data-driven perspective, this study contributed to the growing body of literature on AI in tourism and provided practical insights for digital service optimization in emerging markets.

Artificial Intelligence, Tourism Experience, Service Quality, Online Travel Agencies, SERVQUAL, Customer Satisfaction

"ROLE OF ARTIFICIAL INTELLIGENCE IN ENHANCING TOURISM EXPERIENCE USING SERVQUAL:AN ANALYSIS OF GOIBIBO AND MAKEMYTRIP ", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.13, Issue 9, page no.28-34, September-2026, Available :http://www.jetir.org/papers/JETIRHX06005.pdf

"ROLE OF ARTIFICIAL INTELLIGENCE IN ENHANCING TOURISM EXPERIENCE USING SERVQUAL:AN ANALYSIS OF GOIBIBO AND MAKEMYTRIP ", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.13, Issue 9, page no. pp28-34, September-2026, Available at : http://www.jetir.org/papers/JETIRHX06005.pdf