Exploring Adoption of Generative Artificial Intelligence (AI) and its Transformative Value in the Tourism and Hospitality Industries

Background

The advent of generative artificial intelligence (AI) has brought a profound transformation within the tourism and hospitality industries. Today, many online travel agencies (OTAs) (examples) are leveraging generative AI to produce human-like text responses that allow customers to access essential travel information instantly. Unlike traditional chatbots that are powered by AI, generative AI can now offer more personalised recommendations that are contextually relevant to enhance the travel planning and booking experience.

Despite these advantages, theoretical and empirical research on the impacts of generative AI on customer decision-making remains limited. People still have mixed responses about their experience using generative AI for travel planning (BBC News). Understanding how customers interact with and respond to generative AI is the key to driving competitive advantage in the tourism and hospitality industries.

This project aims to investigate the role of generative AI in shaping customer decision-making process. The key objectives are:

• To understand customer perceptions of generative AI in trip planning and booking, drawing insights from their experience.
• To identify the external and internal factors that shape their evaluation of generative AI.
• To explore psychological mechanisms that influence their decision-making process.

Current project

This research will recruit those who have recently visited major UK cities and have experience using generative AI for planning or booking their trip planning. Screening questions will be presented to identify eligible participants before they can participate in the survey.

Funding

This project has been funded by the British Academy for a duration of 18 months, until 31 Oct 2025.