Understanding tourist barriers and personality influences in embracing generative AI for travel planning and decision-making
基于创新抵抗和大五人格理论，调查韩国和美国游客的个性特征如何影响他们对AI生成旅行推荐的接受度，为旅游业者提供针对不同个性类型的策略建议。
As generative artificial intelligence (GAI) technologies become increasingly integrated into the travel industry, understanding the barriers tourists face in adopting these innovative technologies for their travel planning and decision-making has growingly become a critical area of focus. Drawing on the theoretical frameworks of innovation resistance and Big Five personality traits, this study surveyed potential travelers in Korea and the US to assess their personality characteristics, innovation resistance, and perceptions of AI-generated travel recommendations. The findings, derived from structural equation modeling, multi-group analysis, and fuzzy-set qualitative comparative analysis, reveal that variations in personality traits significantly affect tourists’ reluctance to adopting these technologies. Overall, the results of this study contribute to the theoretical understanding of acceptance of GAI and offer practical insights for tourism industry stakeholders, enabling them to tailor their offerings to different personality types and enhance the travel experience for a wide range of travelers. • Generative AI sparks concern about trust and reliability for tourists. • Explores barriers tourists face in adopting AI-generated travel recommendations. • Uses innovation resistance and Big Five theories to study tourist resistance to new technologies. • Explores the psychological mechanisms behind tourists' resistance to AI travel recommendations.