Tech Tales of Travel: The Confluence of Technology and Tourism Decision Making

The travel industry is going through an incredible era of innovation and change due to confluence of technology and tourism decision-making. This research explores the field of TechTales of Travel, with a particular emphasis on how tourism decision-making processes use Artificial Intelligence (AI), Big Data Analytics, Social Media/User-Generated Content, and Information and Communication Technology (ICT) infrastructure. Through surveys and multiple regression analysis conducted on a sample of 212 respondents involved in travel, the study explores how these technologies influence consumer perceptions and behaviours in trip planning. Findings reveal a significant positive relationship between technology integration and consumer decision-making, underscoring the importance of strategic technology utilization for enhancing travel experiences and meeting evolving customer expectations. The study emphasizes the need for continuous innovation, data-driven strategies, and ethical considerations to navigate the digital landscape effectively and ensure sustainable growth in the travel sector.