Resolving travel agency disputes: integrating artificial intelligence in online mediation

Nur Farahiyah Mohd Nasir; Wan Farahiyah Izni W Abd Rahman

doi:10.33093/pbss.2026.6.3.3

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Published: 12 August 2026

DOI: https://doi.org/10.33093/pbss.2026.6.3.3

Keywords:

Online mediation, Artificial Intelligence, Travel industry, Consumer protection, Data protection, Procedural fairness

Nur Farahiyah Mohd Nasir

Faculty of Law, Universiti Kebangsaan Malaysia, Malaysia.

https://orcid.org/0000-0003-1803-9205

Wan Farahiyah Izni W Abd Rahman

Faculty of Law, Universiti Kebangsaan Malaysia, Malaysia.

https://orcid.org/0009-0009-3957-3192

Abstract

The rapid proliferation of online travel transactions has elevated the risk of consumer disputes. Traditional litigation proves inadequate due to jurisdictional complexities, cost, and procedural delays. This article examines the legal and regulatory implications of integrating Artificial Intelligence (AI) into Online Dispute Resolution (ODR) mechanisms for travel agency disputes. Using a doctrinal legal methodology, the study analyses statutory frameworks, international instruments, and comparative regulatory models, with particular reference to Malaysia and the European Union. The findings reveal that while AI-driven ODR offers efficiency and accessibility, doctrinal reform is necessary to prevent the erosion of consumer rights. The article’s original contribution lies in proposing a hybrid AI–human mediation framework that preserves algorithmic efficiency while safeguarding fairness, transparency, and accountability.

How to Cite

Mohd Nasir, N. F., & W Abd Rahman, W. F. I. (2026). Resolving travel agency disputes: integrating artificial intelligence in online mediation. Issues and Perspectives in Business and Social Sciences (IPBiS), 6(3), 585–602. https://doi.org/10.33093/pbss.2026.6.3.3

Issue

2026: Volume 6 Issue 3 (in-progress)

Section

Research papers

This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

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