Tourists’ Attitudes toward the Use of Artificially Intelligent (AI) Devices in Tourism Service Delivery: Moderating Role of Service Value Seeking

Abstract

This study examines tourists’ attitudes toward the use of artificially intelligent (AI) devices in either relatively more utilitarian or hedonic tourism services (airline and hospitality services, respectively). Findings suggest that tourists’ acceptance of the use of AI devices in both service contexts is influenced by social influence, hedonic motivation, anthropomorphism, performance and effort expectancy, and emotions toward the artificially intelligent devices. Findings further suggest that social influence is a stronger determinant in hospitality services compared to airline services. Tourists have higher performance expectancy from AI devices used to provide airline services compared to hospitality services. Tourists’ willingness to accept the use of AI devices for delivering hospitality services is lower than airline services. These results suggest that while the utilization of AI devices for delivering functional services is acceptable, the use of AI devices in the delivery of hedonic services may backfire.