Investigating the influence of generative AI’s credibility and utility on travel consumer behaviour and recommendations through the lens of personal innovativeness

Abstract

ABSTRACT This study examines the application of generative artificial intelligence (AI) in the tourism industry, focusing on its potential to enhance personalised travel services. Specifically, it explores the influence of the perceived credibility and utility of generative AI on tourists’ intention to use and recommend these technologies, while also assessing the moderating impact of personal innovativeness (PI) on these perceptions. Utilising a comprehensively integrated methodological approach that includes both quantitative and qualitative analyses, the findings reveal that, while trust and usage in AI significantly affect intentions to use and recommend AI services, PI does not act as a significant moderator in these relationships. These results highlight the broad appeal of AI technologies and suggest the need for further research towards developing customised strategies for increasing AI acceptance among tourists.