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Muhammad Sohaib Zafar, Zunaina Asghar, Arshma Malik and Muhammad Abubakar 2024. Determining Behavioural Intention to Use Artificial Intelligence in the Hospitality Sector of Pakistan: An application of UTAUT Model . Journal of Tourism, Hospitality, and Services Industries Research (JTHS). 4, 01 (Aug. 2024), 1–21. DOI:https://doi.org/10.52461/jths.v4i01.3041.