ANNUAL CONGRESS 2025

The impact of artificial intelligence (AI) systems on sustainable urban mobility and tourist flows in Casablanca, Morocco: a quantitative analysis using PLS-SEM

Not scheduled

20m

Yildiz Technical University, Istanbul

Oral Track 18 | TOURISM

Speaker

Mr Bendjedid Rachad Sanoussi (Euromed University of Fes (UEMF))

Description

This study investigates the role of Artificial Intelligence (AI) systems in enhancing sustainable urban mobility and managing tourist flows in Casablanca, a rapidly developing metropolitan area in Morocco. The research employs a quantitative approach, leveraging Partial Least Squares Structural Equation Modeling (PLS-SEM) to analyze the relationships between AI system functionalities—interaction, automation, information accessibility, and customization—and key outcomes, including environmental efficiency, mobility satisfaction, and increased tourist attraction.
Findings are expected to provide insights into how AI-driven solutions can optimize urban transport systems while supporting the sustainable growth of tourism. Focusing on Casablanca, this research contributes to the broader discourse on smart cities in the Global South, emphasizing the intersection of technological innovation, urban development, and sustainable tourism.
The study's results aim to inform policymakers and urban planners on the strategic integration of AI systems to address challenges in urban mobility and tourism management, thereby enhancing overall city efficiency and visitor experiences.

References

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• Goodchild, M.F., 2007. Citizens as sensors: the world of volunteered geography. GeoJournal, 69(4), pp.211–221.
• Hair, J.F., Hult, G.T.M., Ringle, C. and Sarstedt, M., 2021. A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM). 3rd ed. Thousand Oaks: Sage Publications.
• Gretzel, U., Sigala, M., Xiang, Z. and Koo, C., 2015. Smart tourism: foundations and developments. Electronic Markets, 25(3), pp.179–188.
• OECD, 2020. The territorial impact of COVID-19: Managing the crisis across levels of government. OECD Policy Responses to Coronavirus (COVID-19). [online] Available at: https://www.oecd.org/coronavirus/policy-responses/ [Accessed 6 Jan. 2025].