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Understanding the acceptance and use of artificial intelligence (AI) as a travel planning tool: UTAUT2 extended model
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| 1.04 MB | Adobe PDF |
Orientador(es)
Resumo(s)
Artificial intelligence (AI) powered tools have significantly impacted various sectors,
including tourism and hospitality. Travel planning has emerged as one of the most
common ways users plan to use AI chatbots, like ChatGPT. AI’s role as a travel planning
tool is transforming decision-making, simplifying processes, facilitating discovery, and
enhancing convenience for tailored traveler experiences. Users now achieve
comparable outcomes through succinct and interactive AI engagements, reducing the
need for extensive research. Despite this progress, research gaps persist in
understanding the factors influencing users’ acceptance and use of AI as a travel
planning tool. This study addresses the gap using an extended unified theory of
acceptance and use of technology (UTAUT2) Model. With a sample of 176 respondents,
the study uncovers positive correlations between performance expectancy, hedonic
motivation, perceived anthropomorphism, perceived intelligence and behavioral
intention to use AI as a travel planning tool and explores the mediating role of perceived
anthropomorphism, perceived intelligence in the use of AI as a travel planning tool.
These findings offer insights for AI and tourism stakeholders, guiding the design of usercentric tools and ultimately enhancing travel experiences.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Information Management, specialization in Knowledge Management and Business Intelligence
Palavras-chave
Artificial Intelligence Travel Planning Tourism AI in tourism UTAUT2