This study explored the perceptions of travelers and employees on artificial intelligence (AI) in Hong Kong’s travel industry and how servant leadership (SL) influences AI adoption. By examining participant perceptions, the critical role leadership plays in fostering technological innovation, improving efficiency, enhancing customer satisfaction, and addressing the unique challenges of the industry was highlighted. A qualitative descriptive study was conducted that consisted of a literature review and primary research, which provided both an academic overview and primary data for in-depth analysis. Open-ended questionnaires were designed and distributed to our target audience who has experience in Hong Kong’s travel industry as an employee or tourist. A narrative synthesis was carried out to analyze servant leadership behaviors in AI implementation. Result showed that Servant Leadership’s characteristics have positive impacts on the process and success of AI implementation in Hong Kong’s travel industry, but skepticism exists. Servant leadership traits such as active listening, empathy and stewardship were found to have positive impacts on AI adoption, efficiency improvements and customer experience. However, results indicated that Hong Kong’s predominant authoritarian leadership culture in the travel industry may pose challenges in the AI implementation process. In conclusion, this study found that traits of servant leadership show promising results in facilitating the adoption of AI in the Hong Kong travel industry, serving as an effective catalyst for change. Despite this, results highlighted the need for further investigation into how servant leadership can navigate cultural barriers, as well as its applicability across different cultural contexts for a comprehensive understanding.
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