Advancing information search through GenAI: the roles of search type, travel motive and GenAI customization level
研究了在旅游信息搜索中，消费者更倾向使用生成式AI还是传统搜索引擎，发现非决策型搜索、实用旅行动机和任务定制化水平能提升GenAI的采用率，对旅游和酒店业整合AI有指导意义。
Purpose The advancements in generative artificial intelligence (GenAI) encourage disruptive transformation in the hospitality industry. Previous discussions predominantly focused on the impact of AI-powered agents on the labor force. This research extends previous studies by investigating the feasibility of GenAI as an information search agent in comparison to the predominant role of search engines. Design/methodology/approach Based on the Tourist Online Information Search Behavior framework, the authors proposed that consumers’ GenAI adoption may vary upon search purpose (search type), individual differences (travel motive) and situational differences (GenAI task-oriented customization level). Four studies with a total number of 813 participants were conducted. Findings Taking GenAI over traditional search engines for pre-trip information search significantly increased with a non-decision-based (vs decision-based) purpose. To enhance the adoption of GenAI in its less effective but more important decision-based situations, the authors proposed and confirmed the incremental effect of utilitarian travel motives and task-oriented customization levels. Practical implications This study highlights GenAI’s potential as an information communication technology (ICT). This encourages tourism and hospitality businesses to consider integrating GenAI to strengthen ICT services. Moreover, search type, travel motive and task-oriented customization level are important in deploying GenAI for ICT improvement. Originality/value This study deepens the understanding of GenAI adoption in the tourism and hospitality sector by elaborating on the GenAI-as-ICT perspective and offers fresh insights into AI for pre-trip or pre-consumption information search.