Fatima Idris Kazim
Lect. Ikhlas Ghaleb Abdul Kadhim

Results of descriptive statistical analysis of the response of the research sample items towards the research variables (questionnaire items)

In this section, the arithmetic mean, standard deviation, relative importance and level of the research items (research variables) will be extracted

Table No. (5) Results of descriptive statistical analysis of the independent variable (artificial intelligence and its applications)

Questionnaire items Arithmetic mean Standard deviation Relative importance
1 4.3 0.749 9%
2 3.966 0.764 10%
3 3.9 1.028 9%
4 4.366 0.718 10%
5 4.6 0.563 10%
6 4.166 0.698 10%
7 3.833 0.791 9%
8 4.333 0.711 7%
9 3.866 1.041 9%
10 3.733 0.944 10%
Total 41.063 8.007 100%
Average response to all paragraphs 4.50 0.656

Source: Prepared by the researcher based on the results of the electronic calculator. The results of the descriptive statistical analysis of the questionnaire paragraphs related to the independent variable in Table No. (5) show that the trends of the research sample were positive towards all paragraphs, as the arithmetic averages of the performance of the research sample individuals are greater than the average of the measurement tool (the hypothetical arithmetic average equal to 3 for the five-point Likert scale), and the standard deviation is less than half the arithmetic average, and the relative importance was at close and high degrees, and the level of response that represents the sample’s agreement and consistency with the questionnaire paragraphs is high, as the average response to the artificial intelligence variable was (4.50) and the standard deviation (0.656) indicates that tourism companies are interested in applying artificial intelligence in order to improve the quality of Its tourism services.

Table No. (6) Results of descriptive statistical analysis of the dependent variable (quality of electronic tourism services)

Questionnaire items Arithmetic mean Standard deviation Relative importance
11 3.766 1.006 10%
12 4.966 0.927 10%
13 4.033 0.033 9%
14 3.666 0.844 9%
15 3.733 0.944 9%
16 4.433 0.817 10%
17 4.3 0.651 9%
18 4.366 0.850 10%
19 4.5 0.734 10%
20 4.3 0.780 10%
Total 4.56 0.774 100%
Average response for each Paragraphs 4.366 0.850

Source: Prepared by the researcher based on the results of the electronic calculator

The results of the descriptive statistical analysis of the questionnaire paragraphs related to the dependent variable in Table No. (6) show that the trends of the research sample were positive towards all paragraphs, as the arithmetic averages of the performance of the research sample individuals are greater than the average of the measurement tool (the hypothetical arithmetic average equal to 3 for the five-point Likert scale), and the standard deviation is less than half the arithmetic average, and the relative importance was at close and high degrees, and the level of response that represents the sample’s agreement and consistency with the questionnaire paragraphs is high, as the average response to the variable of quality of electronic tourism services reached (4.366) and the standard deviation (0.850) indicates that tourism companies are keen to improve the quality of electronic tourism services based on artificial intelligence applications.

Testing the Research Hypothesis