Perceptions of AI-Driven Dynamic Pricing Strategies and Their Financial Impact on Vietnamese Tourism Companies

Abstract

This study was conducted to answer the question of how artificial intelligence-based pricing systems affect customer satisfaction and the financial performance of Vietnamese travel agencies. The study was conducted to explore factors that enhance customer satisfaction and financial performance in travel agencies using artificial intelligence-based pricing strategies, with a specific focus on understanding the interaction between the effectiveness of perceived artificial intelligence systems, the extent to which artificial intelligence is applied, the trust of regulators, and perceptions of price fairness based on artificial intelligence. Using a linear structure model, we collected and analyzed survey data from 372 people to test five research hypotheses. The findings show that the perceived effectiveness of artificial intelligence systems, the level of application of artificial intelligence and the trust of managers significantly increase customer satisfaction, thereby positively impacting the financial performance of travel companies in Vietnam. However, the study did not find a statistically significant effect of perceptions of price fairness based on artificial intelligence on customer satisfaction. These results are important because they show that travel companies need to focus on the application of effective, adaptive and reliable artificial intelligence systems while addressing fairness concerns through transparency and effective communication with customers. The implications underscore how travel companies can improve the customer experience and achieve financial efficiencies by leveraging artificial intelligence technologies in their dynamic pricing strategies.