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Travel Recommendations of Tomorrow: Generative Artificial Intelligence and Travel Planning

Dušan Mladenović Orcid Logo, Ellie Ismagilova Orcid Logo, Emmanuel Mogaji Orcid Logo, Yogesh K. Dwivedi Orcid Logo

Journal of Consumer Behaviour

Swansea University Author: Ellie Ismagilova Orcid Logo

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DOI (Published version): 10.1002/cb.70126

Abstract

This study aims to cultivate an initial understanding of travelers' engagement with generative artificial intelligence (GAI) during the travel planning phase. It focuses on its influence on decision-making and intentions for continuous usage in planning tourism activities. Utilizing the stimulu...

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Published in: Journal of Consumer Behaviour
ISSN: 1472-0817 1479-1838
Published: Wiley 2026
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URI: https://cronfa.swan.ac.uk/Record/cronfa71687
Abstract: This study aims to cultivate an initial understanding of travelers' engagement with generative artificial intelligence (GAI) during the travel planning phase. It focuses on its influence on decision-making and intentions for continuous usage in planning tourism activities. Utilizing the stimulus-organism-response framework and domain literature, data were gathered through semi-structured interviews (UK) and scenario-based questionnaires (USA). The study reveals complex aspects of travelers' behavior, uncovering that while GAI recommendations mitigate the risk of information overload, their influence does not necessarily streamline decision-making. Trust and information retrieval skills surfaced as moderate determinants of the relationship between recommendations and information overload. This work is a pioneer in empirically exploring and quantifying continuance intentions of generative artificial intelligence (GAI) usage, contributing novel insights to electronic Word of Mouth and decision-making literature.
Keywords: recommendation quality, decision satisfaction, information overload, travel, hospitality, generative artificial intelligence
College: Faculty of Humanities and Social Sciences

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