Revolutionizing Travel : The Impact of Generative AI on Personalization and Efficiency in the Tourism Industry
DOI:
https://doi.org/10.17010/ijom/2024/v54/i9/174394Keywords:
travel and tourism apps
, generative AI (GAI), trust, online risk perception, intention to use.Paper Submission Date
, April 1, 2024, Paper sent back for Revision, June 15, Paper Acceptance Date, June 25, Paper Published Online, September 14, 2024Abstract
Purpose : This study looked at the social, emotional, and functional values that influence users’ intention to use travel and tourism apps (TTA) and their trust in them, among other factors that affect their usage, in order to investigate the impact of generative artificial intelligence (GAI) content on TTA. It also explained how, even without any desire to use an app themselves, those who are uninvolved or active may nevertheless be impacted by what other people think of it or whatever information they find on it.
Methodology : The study was conducted between December 2023 and May 2024, and the questionnaire was shared with more than 5,000 users. Ultimately, we received 440 replies from the various respondents.
Findings : These results demonstrated that when people viewed usage information about friend-recommended apps with positive comments, both social influence processes may be activated; however, only normative information may persuade people not to use those apps if their friends had given them bad reviews.
Implications : It also examined potential optimizations for AI integration in the tourism industry. Additionally, this work addressed ethical and demographic issues related to this technology; as a result, further research on the broader effects of AI technology on the industry is feasible.
Originality : This study has been built on how consumption values affected the intention to use GAI-based TTA in the Indian context.
Downloads
Published
How to Cite
Issue
Section
References
Amankwah-Amoah, J., Abdalla, S., Mogaji, E., Elbanna, A., & Dwivedi, Y. K. (2024). The impending disruption of creative industries by generative AI: Opportunities, challenges, and research agenda. International Journal of Information Management, 79, 102759. https://doi.org/10.1016/j.ijinfomgt.2024.102759
Amos, C., & Zhang, L. (2024). Consumer reactions to perceived undisclosed ChatGPT usage in an online review context. Telematics and Informatics, 93, 102163. https://doi.org/10.1016/j.tele.2024.102163
Camilleri, M. A., Troise, C., & Kozak, M. (2023). Functionality and usability features of ubiquitous mobile technologies: The acceptance of interactive travel apps. Journal of Hospitality and Tourism Technology, 14(2), 188–207. https://doi.org/10.1016/j.tele.2024.102163
Chakraborty, D. (2018). Impact of celebrity endorsed advertisements on rural consumers' purchase intention towards mobile SIM cards: A study conducted in West Bengal. Indian Journal of Marketing, 48(10), 52–63. https://doi.org/10.17010/ijom/2018/v48/i10/132335
Chakraborty, D. (2021). Factors influencing passengers' purchase intention towards app-cab services in metro cities of India : A study on smartphone users. Indian Journal of Marketing, 51(1), 41–54. https://doi.org/10.17010/10.17010/ijom/2021/v51/i1/156933
Chakraborty, D., & Altekar, S. (2021). What drives people to use grocery apps? The moderating & mediating role of customer involvement and trust. Indian Journal of Marketing, 51(11), 23–37. https://doi.org/10.17010/ijom/2021/v51/i11/166734
Chakraborty, D., & Dash, G. (2022). 'The new normal' and the strategies of marketers to attract consumers. Indian Journal of Marketing, 52(1), 58–62. https://doi.org/10.17010/ijom/2022/v52/i1/167652
Christensen, J., Hansen, J. M., & Wilson, P. (2024). Understanding the role and impact of generative artificial intelligence (AI) hallucination within consumers' tourism decision-making processes. Current Issues in Tourism, 1–16. https://doi.org/10.1080/13683500.2023.2300032
Dash, G., Akmal, S., & Chakraborty, D. (2022). A study on adoption of e-health services : Developing an integrated framework in a multinational context. Indian Journal of Marketing, 52(5), 25–40. https://doi.org/10.17010/ijom/2022/v52/i5/169415
Dash, G., Akmal, S., & Chakraborty, D. (2023). A study on adoption of mobile learning apps (MLA) : Development of an integrated framework in a multinational context. Indian Journal of Marketing, 53(5), 8–24. https://doi.org/10.17010/ijom/2023/v53/i5/172724
Dastjerdi, A. M., Kaplan, S., de Abreu e Silva, Nielsen, O. A., & Pereira, F. C. (2019). Use intention of mobility-management travel apps: The role of users goals, technophile attitude and community trust. Transportation Research Part A: Policy and Practice, 126, 114–135. https://doi.org/10.1016/j.tra.2019.06.001
Dogru, T., Line, N., Mody, M., Hanks, L., Abbott, J., Acikgoz, F., Assaf, A., Bakir, S., Berbekova, A., Bilgihan, A., Dalton, A., Erkmen, E., Geronasso, M., Gomez, D., Graves, S., Iskender, A., Ivanov, S., Kizildag, M., Lee, M., … Zhang, T. (2023). Generative artificial intelligence in the hospitality and tourism industry: Developing a framework for future research. Journal of Hospitality & Tourism Research. https://doi.org/10.1177/10963480231188663
Duong, C. D., Nguyen, T. H., Ngo, T. V., Pham, T. T., Vu, A. T., & Dang, N. S. (2024). Using generative artificial intelligence (ChatGPT) for travel purposes: Parasocial interaction and tourists' continuance intention. Tourism Review, Vol. ahead-of-print, No. ahead-of-print. https://doi.org/10.1108/TR-01-2024-0027
Dwivedi, Y. K., Pandey, N., Currie, W., & Micu, A. (2024). Leveraging ChatGPT and other generative artificial intelligence (AI)-based applications in the hospitality and tourism industry: Practices, challenges and research agenda. International Journal of Contemporary Hospitality Management, 36(1), 1–12. https://doi.org/10.1108/IJCHM-05-2023-0686
Fakfare, P., & Manosuthi, N. (2023). Examining the influential components of tourists' intention to use travel apps: The importance–performance map analysis. Journal of Hospitality and Tourism Insights, 6(3), 1144–1168. https://doi.org/10.1108/JHTI-02-2022-0079
Gao, Z., Cheah, J.-H., Lim, X.-J., Ng, S. I., Cham, T.-H., & Yee, C. L. (2024). Can travel apps improve tourists' intentions? Investigating the drivers of Chinese gen Y users' experience. Journal of Vacation Marketing, 30(3), 505–534. https://doi.org/10.1177/13567667231152938
Gonçalves, H. M., Lourenço, T. F., & Silva, G. M. (2016). Green buying behavior and the theory of consumption values: A fuzzy-set approach. Journal of Business Research, 69(4), 1484–1491. https://doi.org/10.1016/j.jbusres.2015.10.129
Ho, R. C., Amin, M., Ryu, K., & Ali, F. (2021). Integrative model for the adoption of tour itineraries from smart travel apps. Journal of Hospitality and Tourism Technology, 12(2), 372–388. https://www.ingentaconnect.com/content/mcb/jhtt/2021/00000012/00000002/art00012
Kim, J. H., Kim, J., Kim, C., & Kim, S. (2023). Do you trust ChatGPTs? Effects of the ethical and quality issues of generative AI on travel decisions. Journal of Travel & Tourism Marketing, 40(9), 779–801. https://doi.org/10.1080/10548408.2023.2293006
Koundinya, C. (2017). Online shopping behavior: Demographics' influence on online travel. Indian Journal of Marketing, 47(6), 7–21. https://doi.org/10.17010/ijom/2017/v47/i6/115366
Lee, C. K., Levy, D. S., & Yap, C. S. (2015). How does the theory of consumption values contribute to place identity and sustainable consumption? International Journal of Consumer Studies, 39(6), 597–607. https://doi.org/10.1111/ijcs.12231
Li, Y., & Lee, S. O. (2024). Navigating the generative AI travel landscape: The influence of ChatGPT on the evolution from new users to loyal adopters. International Journal of Contemporary Hospitality Management, Vol. ahead-of-print, No. ahead-of-print. https://doi.org/10.1108/IJCHM-11-2023-1767
Lin, P.-C., & Huang, Y.-H. (2012). The influence factors on choice behavior regarding green products based on the theory of consumption values. Journal of Cleaner Production, 22(1), 11–18. https://doi.org/10.1016/j.jclepro.2011.10.002
Mogaji, E., Viglia, G., Srivastava, P., & Dwivedi, Y. K. (2024). Is it the end of the technology acceptance model in the era of generative artificial intelligence? International Journal of Contemporary Hospitality Management, Vol. ahead-of-print, No. ahead-of-print. https://doi.org/10.1108/IJCHM-08-2023-1271
Mondal, S., Das, S., & Vrana, V. G. (2023). How to bell the cat? A theoretical review of generative artificial intelligence towards digital disruption in all walks of life. Technologies, 11(2), 44. https://doi.org/10.3390/technologies11020044
Ooi, K.-B., Tan, G., Al-Emran, M., Al-Sharafi, M. A., Capatina, A., Chakraborty, A., Dwivedi, Y. K., Huang, T.-L., Kar, A. K., Lee, V.-H., Loh, X.-M., Micu, A., Mikalef, P., Mogaji, E., Pandey, N., Raman, R., Rana, N. P., Sarker, P., Sharma, A., … Wong, L.-W. (2023). The potential of generative artificial intelligence across disciplines: Perspectives and future directions. Journal of Computer Information Systems, 1–32. https://doi.org/10.1080/08874417.2023.2261010
Pandey, K., & Joshi, S. (2022). Understanding leisure vacation travel intention of Indian vacationers amidst coronavirus disease (COVID-19). Indian Journal of Marketing, 52(4), 24–43. https://doi.org/10.17010/ijom/2022/v52/i4/164109
Pahari, S., Polisetty, A., Sharma, S., Jha, R., & Chakraborty, D. (2023). Adoption of AI in the banking industry: A case study on Indian banks. Indian Journal of Marketing, 53(3), 26–41. https://doi.org/10.17010/ijom/2023/v53/i3/172654
Pham, H. C., Duong, C. D., & Nguyen, G. K. (2024). What drives tourists' continuance intention to use ChatGPT for travel services? A stimulus-organism-response perspective. Journal of Retailing and Consumer Services, 78, 103758. https://doi.org/10.1016/j.jretconser.2024.103758
Shankar, R. S. (2020). Impact of cognitive and affective image on tourists' travel motivation. Indian Journal of Marketing, 50(5–7), 35–45. https://doi.org/10.17010/ijom/2020/v50/i5-7/152118
Sharma, A. K., & Sharma, R. (2022). Identification of the customers' preferred attributes while selecting an OTA (online travel agency) platform. Indian Journal of Marketing, 52(7), 43–55. https://doi.org/10.17010/ijom/2022/v52/i7/170538
Sheth, J. N., Newman, B. I., & Gross, B. L. (1991). Why we buy what we buy: A theory of consumption values. Journal of Business Research, 22(2), 159–170. https://doi.org/10.1016/0148-2963(91)90050-8
Shi, J., Lee, M., Girish, V. G., Xiao, G., & Lee, C.-K. (2024). Embracing the ChatGPT revolution: Unlocking new horizons for tourism. Journal of Hospitality and Tourism Technology, 15(3), 433–448. https://doi.org/10.1108/JHTT-07-2023-0203
Tanrikulu, C. (2021). Theory of consumption values in consumer behaviour research: A review and future research agenda. International Journal of Consumer Studies, 45(6), 1176–1197. https://doi.org/10.1111/ijcs.12687
Turel, O., Serenko, A., & Bontis, N. (2010). User acceptance of hedonic digital artifacts: A theory of consumption values perspective. Information & Management, 47(1), 53–59. https://doi.org/10.1016/j.im.2009.10.002
Wong, I. A., Lian, Q. L., & Sun, D. (2023). Autonomous travel decision-making: An early glimpse into ChatGPT and generative AI. Journal of Hospitality and Tourism Management, 56, 253–263. https://doi.org/10.1016/j.jhtm.2023.06.022
Zhou, T., Song, Y., & Zhou, P. (2022). Continued use intention of travel apps: From the perspective of control and motivation. Technology Analysis & Strategic Management, 34(6), 703–716. https://doi.org/10.1080/09537325.2021.1916457
