Tam Chuem Vai, CarlosDias, Ana Carolina de Oliveira Lopes2024-10-282024-10-25http://hdl.handle.net/10362/174170Dissertation presented as the partial requirement for obtaining a Master's degree in Information Management, specialization in Knowledge Management and Business IntelligenceArtificial 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.engArtificial IntelligenceTravel PlanningTourismAI in tourismUTAUT2master thesis203777832